In December 2015, the Grocery Manufacturers Association (GMA) introduced its SmartLabel technology initiative. The goal is to give consumers “instantaneous access” to detailed product information on thousands of products through their smart phones. This means providing increased transparency on ingredients and other product attributes, including nutritional information, allergens, genetically engineered ingredients, third-party certifications, social compliance programs, usage instructions, advisories, safe handling instructions, and company/brand information.
How GMA SmartLabel Works
Consumers can get product information by scanning a bar code or doing an online search. Some retailers’ customer service desks will also have access to the information for in-store shoppers without a smart phone. Each product has a landing page with detailed information provided by the manufacturer. SmartLabel landing pages have a similar format and consistent look across products and categories. At present no mobile app is available but GMA is targeting mid-2016 for an app launch.
GMA teamed with Benenson Strategy Group on some consumer research related to the SmartLabel initiative. The research found that 75% of consumers who were told about SmartLabel and how it works said they were likely to use it when seeking ingredient information (Note: 48% of consumers said very likely, 27% said likely).
SmartLabel Attracts CPG Interest
SmartLabel currently covers 350 products spanning the food, beverage, pet care, household and personal care categories. So far, more than 30 big-name CPG companies have signed on to the program. These include the likes of ConAgra Foods, Campbell Soup Company, PepsiCo, Coca-Cola, Hershey, Nestle, Kellogg, General Mills, Procter & Gamble and Unilever. It is projected that 34,000 products will be on the SmartLabel platform by the end of 2017.
To read Hershey’s SmartLabel testimony, click here.
For more, download GLUTEN FREE Retail Intelligence, “Gluten-Free Shopping: Transparency Tools Rule.”
Key Takeaways
- GMA’s SmartLabel provides a standardized platform for CPG manufacturers to provide detailed information about their products to the consuming public. This effort should not be overlooked but embraced.
- Providing consumers quick and easy access to product details improves the grocery shopper journey and overall shopping experience.
- Expect more companies will get on board the SmartLabel initiative.