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Consumers show strong trust in Facts up Front label, new research finds

Facts up Front is a voluntary, industry-led initiative that displays key nutrition data from the FDA-required Nutrition Facts panel on the front of food and beverage packaging.

ARLINGTON, Va. — A new study released by the Consumer Brands Association (CBA) finds overwhelming consumer recognition and trust in the Facts up Front (FUF) label, reinforcing the role of front-of-pack nutrition labeling in helping Americans make informed food and beverage choices.

The nationally representative survey, conducted in May 2025 by independent research firm Savanta, shows that 90% of U.S. adults recognize the FUF label, with nearly 8 in 10 (79%) checking it before purchasing new products. Additionally, 75% of adults reported trusting the nutrition information it provides.

“This research is important because the industry is hearing directly from consumers that they value facts and rely on the existing tools already in the marketplace,” said Melissa Hockstad, president and CEO of the Consumer Brands Association. “Consumers are not only aware of Facts up Front — they are engaged with it.”

Launched nearly 15 years ago, Facts up Front is a voluntary, industry-led initiative that places key nutrition data from the FDA-required Nutrition Facts panel directly on the front of food and beverage packaging. It presents information on calories, added sugars, saturated fat, sodium, and beneficial nutrients, such as fiber and potassium, in a consistent, easy-to-read format.

Key Findings from the Survey Include:

  • 90% of U.S. adults are aware of the FUF label
  • 79% check the label before trying new products
  • 78% say it effectively communicates a product’s healthfulness
  • 76% believe it provides the right amount of information
  • 72% find it easy to use
  • 77% look at calorie information on the front of the package
  • 75% trust the nutritional information on FUF-labeled products

The research also highlighted the importance of ingredient transparency. Consumers cited ingredients as a leading factor in first-time food and beverage purchases. CBA pointed to SmartLabel, another industry-developed tool, which utilizes QR codes to provide digital access to detailed ingredient and product information beyond what is printed on packaging.

“As the Trump Administration focuses on consumer transparency and efforts to improve nutrition labeling, consumer behavior and preferences must be central to the conversation,” said Hockstad. “The data is clear; Americans are already using transparency tools that work.”

The study surveyed more than 2,000 American adults aged 18 and above, providing a balanced representation of gender, ethnicity, income, and geography. It was conducted by Savanta on behalf of the Consumer Brands Association and FMI – The Food Industry Association.

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