FMCG Gurus – Heart Health Unlocked: Consumer Beliefs, Behaviors, and Opportunities for Growth in Vietnam – Country Report 2025
Report Description:
This report explores consumer perceptions and behaviors around labeling transparency and authenticity in the food and drink sector. Our findings quantify consumer expectations for 100% natural products, examining what the term “natural” signifies, and assessing consumer understanding of organic criteria.
The report offers crucial insights into the market impact of various claims, including consumer awareness of the “clean label” phrase, the influence of scientific messaging, and the specific claims consumers favor on packaging. This includes an analysis of the drivers behind increased attentiveness to ingredient listings and the importance of natural coloring, alongside consumer hesitations around vibrancy and pricing.
Finally, we address how these health-conscious approaches intersect with core purchasing considerations such as price and taste, while exploring the challenges consumers face with nutritional labeling complexity and underlying concerns surrounding “hidden” ingredients and misleading information.
This report will look at the following areas:
- The proportion of consumers who say it is important/very important that food and drink is 100% natural.
- The proportion of consumers who believe that a food or drink product can be 100% natural.
- The importance of groceries being 100% natural.
- What the word “natural” means to consumers when it comes to food and drink.
- Which product categories consumers believe that natural claims are most important in.
- The percentage of consumers who say that they have heard the phrase “clean label” before when it comes to food and drink.
- How influential claims are for choosing food and drink products.
- The types of claims that consumers like to see on product packaging.
- The proportion of consumers who agree/strongly agree they have been more attentive to the ingredient listings on food and drink products and why they have been more attentive.
- The proportion of consumers who say it is important/very important that food and drink coloring is natural and the types of hesitations they have about vibrancy and pricing.
- Whether consumers understand the criteria that make a food or drink product organic.
- The importance of various purchasing considerations such as price, environmental sustainability criteria, and taste.
- Consumer’s opinions on scientific claims on packaging.
- Consumer’s frequency and habits when it comes to checking the nutritional labeling on food and drink products.
- The complexity of nutritional information on food and drink packaging, the proportion of consumers who think it could be made simpler.
- Concerns around “hidden” ingredients/misleading packaging.
FMCG Gurus – Heart Health Unlocked: Consumer Beliefs, Behaviors, and Opportunities for Growth in Vietnam – Country Report 2025
Report Description:
This report explores consumer perceptions and behaviors around labeling transparency and authenticity in the food and drink sector. Our findings quantify consumer expectations for 100% natural products, examining what the term “natural” signifies, and assessing consumer understanding of organic criteria.
The report offers crucial insights into the market impact of various claims, including consumer awareness of the “clean label” phrase, the influence of scientific messaging, and the specific claims consumers favor on packaging. This includes an analysis of the drivers behind increased attentiveness to ingredient listings and the importance of natural coloring, alongside consumer hesitations around vibrancy and pricing.
Finally, we address how these health-conscious approaches intersect with core purchasing considerations such as price and taste, while exploring the challenges consumers face with nutritional labeling complexity and underlying concerns surrounding “hidden” ingredients and misleading information.
This report will look at the following areas:
- The proportion of consumers who say it is important/very important that food and drink is 100% natural.
- The proportion of consumers who believe that a food or drink product can be 100% natural.
- The importance of groceries being 100% natural.
- What the word “natural” means to consumers when it comes to food and drink.
- Which product categories consumers believe that natural claims are most important in.
- The percentage of consumers who say that they have heard the phrase “clean label” before when it comes to food and drink.
- How influential claims are for choosing food and drink products.
- The types of claims that consumers like to see on product packaging.
- The proportion of consumers who agree/strongly agree they have been more attentive to the ingredient listings on food and drink products and why they have been more attentive.
- The proportion of consumers who say it is important/very important that food and drink coloring is natural and the types of hesitations they have about vibrancy and pricing.
- Whether consumers understand the criteria that make a food or drink product organic.
- The importance of various purchasing considerations such as price, environmental sustainability criteria, and taste.
- Consumer’s opinions on scientific claims on packaging.
- Consumer’s frequency and habits when it comes to checking the nutritional labeling on food and drink products.
- The complexity of nutritional information on food and drink packaging, the proportion of consumers who think it could be made simpler.
- Concerns around “hidden” ingredients/misleading packaging.
How This Report Can Benefit the Industry:
- Monetizing the Clean Label Premium: Provision of the quantitative data to move beyond generic "natural" claims, isolating the precise combination of ingredients and process transparency that justifies and sustains higher margins in a competitive market. This guarantees brands invest only in the claims that deliver profitable consumer conversion.
- De-Risking the Innovation Portfolio: Helps brands gain a clear roadmap for product evolution, detailing the hierarchy of most influential "free-from" and authenticity claims that are currently driving consumer preference. This insight ensures R&D focus and go-to-market strategy target the high-growth segments with proven consumer pull.
- Building Trust, Mitigating Brand Risk: Consumer frustration quantified with complex nutritional labeling and skepticism about "hidden" ingredients. The report provides a best-practice framework to transform mandatory disclosure into a powerful trust-building tool, turning label scrutiny into a definitive competitive edge.
Files included in this report:
FMCG-Gurus-The-Clean-Label-Shift-Global-Report-2025.pdf
FMCG-Gurus-The-Clean-Label-Shift-Global-Report-2025.pptx