Ingredient transparency now shapes how Americans shop for food, beverages, and beauty products, according to new research from Acosta Group. The study finds that half of U.S. shoppers worry about artificial ingredients, while a growing majority read labels before making purchase decisions.
The ingredients-focused shopper study, conducted with 1,083 members of Acosta Group’s proprietary U.S. Shopper Community, highlights how personalization, transparency, and trust influence wellness-driven behavior in 2026. Researchers conducted the survey Sept. 9-14, 2025, ahead of Expo West.
“Label reading is becoming a routine part of shopper decision-making,” said Mark Rahiya, group president of omnichannel sales and services at Acosta Group. He noted that consumers actively seek ingredients that support specific health goals.
As a result, natural and organic brands gain new opportunities to connect with shoppers through clear communication and product transparency.
Ingredient Transparency Influences Purchasing Decisions
Ingredient transparency increasingly guides what lands in grocery carts.
Two-thirds of omnichannel shoppers take a balanced approach to food and nutrition. They mix healthy and indulgent items based on availability, taste, occasion, and mood.
However, a sizable segment prioritizes health. According to the study, 35% of shoppers describe themselves as “health aware,” meaning they try to eat healthy most of the time while allowing occasional indulgences.
Meanwhile, 15% of Gen Z shoppers and 21% of Millennials identify as “health focused.” These consumers actively seek nutritious foods, avoid processed products, and prioritize health in nearly every purchase, regardless of price.
Kathy Risch, senior vice president of thought leadership and shopper insights at Acosta Group, said 58% of all shoppers read labels all or most of the time before buying a new product. Among health-focused shoppers, that figure jumps to 87%.
Moreover, label reading continues to rise. 40% of health-focused shoppers and 39% of Gen Z consumers say they read labels more often than they did 6 months ago. Many cite a desire to avoid processed foods and select more nutritious options.
Ingredient transparency is also critical for households with specific health needs. More than 25% of U.S. shoppers report that someone in their household has an allergy or ingredient sensitivity tied to food, beverages, or beauty products. Of that group, 76% read labels consistently.
Additionally, these shoppers rate natural and specialty stores highest for assortment and selection, underscoring the value of curated offerings.
Related Article: How Transparency Increasingly Impacts Food Retail Purchases
Artificial Ingredients Raise Consumer Concerns
Beyond general wellness, shoppers express clear anxiety about artificial ingredients.
The study shows that 50% of all shoppers worry about potential health risks associated with artificial ingredients, chemicals, or preservatives. Concern rises to 79% among health-focused shoppers and 63% among natural channel shoppers.
At the same time, nearly half of shoppers say they are aware of national initiatives related to ingredient safety. Furthermore, 58% support efforts to ban synthetic food dyes and certain sweeteners, shift toward natural alternatives, and standardize regulations across states.
Calls for tighter oversight continue to gain traction. Nearly 62% of shoppers believe the U.S. needs stronger food product safety regulations. In addition, 71% support aligning U.S. standards with Europe’s stricter rules on artificial ingredients.
Taken together, those findings reinforce that ingredient transparency and regulatory clarity influence both trust and brand loyalty.
Beauty Shoppers Balance Clean Labels and Performance
While food purchases center heavily on ingredient transparency, beauty and personal care shoppers take a more nuanced approach.
Consumers do not rely solely on ingredient lists when choosing beauty products. Instead, many weigh natural formulations against clinically proven results.
When price remains constant, 42% of shoppers choose natural “clean beauty” products. That share rises to 51% among Gen Z. Meanwhile, 39% select results-focused products containing FDA-approved synthetic peptides and preservatives backed by clinical testing.
Even so, ingredient transparency still matters. Among shoppers who prefer natural beauty products, 59% read labels all or most of the time, and many report doing so more frequently than six months ago.
Conversely, 47% of results-focused shoppers say they rarely or never read labels, suggesting performance claims can outweigh ingredient scrutiny for some buyers.
Regulation also plays a role in beauty. 45% of beauty and personal care shoppers support increased product safety regulations, signaling that brands must address both efficacy and transparency.
Overall, Acosta Group’s research points to a marketplace where ingredient transparency shapes trust, purchasing behavior, and long-term brand relevance. As consumers demand clearer labeling and stricter standards, brands that communicate openly and respond to health concerns stand to gain a competitive edge.