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Mintel: Consumers Value Nutrition Tips

DALLAS — Consumers want a quick-and-easy way to identify products that are better for themselves and the environment, according to research firm Mintel.

About 40% of U.S. consumers say they look for symbols on the menu that denote an item is healthy, like a picture of a heart; and more than one-third (34%) of moms say they are spending more time than last year reading nutrition labels at the grocery store.

“Consumers are looking for shortcuts,” Lynn Dornblaser, Mintel’s director of innovation and insight, said Wednesday at FMI2012 in a presentation about new product trends.

If a product contains natural ingredients, they should be clearly explained on the package in an ingredient statement, she said. Method is doing just that with its Squeaky Green laundry detergent. The ingredient statement explains that the product contains “surfactants,” but then goes on to explain that they are derived from coconuts.

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