A recent study discovered that now more than ever, people are paying attention to food labels. And if they don’t like – or simply don’t understand – what they see, they may not trust the brand as a whole.
That’s why companies should not only be transparent when it comes to branding and packaging, but also take the time to have them professionally translated for foreign markets. Otherwise, brands run the risk of missing out on potential sales simply because their product labels aren’t accessible to non-English speakers.
What the Study Found
These days, people read the packaging before purchasing food. That’s why, according to Adweek, brands can increase consumers’ trust by 43 percent simply by labeling foods.
The study found that consumers are most likely to trust claims like “whole grains,” “organic,” and “gluten free.” Other trustworthy claims include “cholesterol free” and “non GMO.”
This means that health-conscious companies in particular should take note when creating their labels, making sure to put at least one of the above phrases on their products when applicable.
Why Food Label Translation Is a Necessity
Considering that today’s consumers see packaging as a major component of brand trust, for companies looking to expand into foreign markets the next logical step is food label translation. Whether you want to appeal to consumers in just one other country or worldwide, you need food label translation to help.
This is especially important for consumers who have food allergies. Think about the number of people who are allergic to gluten, nuts, or dairy. Severe illness or even death resulting from consumption of your food products could result in the end of your brand, making food label translation a must.
Even those who do not suffer from allergies deserve to be able to read and understand nutrition labels. After all, according to the study in Adweek, 76% of consumers check ingredients, while 51% look for place of origin before purchasing. Today’s buyers want to know what’s in their food and where it’s coming from.
Professional translation services can help with this, especially when combined with localization efforts. By not only translating your labels, but also taking the time to adjust phrases and images so that they appeal to your targeted audience, you show consumers that you value them as buyers and as people. This in turn increases customer loyalty and brand trust.
The Bottom Line
Competition in today’s global marketplace is tough, and the food industry is no exception. As customers continue to engage with brands via social media and review sites like Yelp, brand image itself hinges on what these customers are saying.
By taking the time to translate packaging and labels, you’ll not only go a long way to maintaining customer engagement, but also towards developing brand trust and loyalty, which, at the end of the day, is what it takes to succeed.