The survey revealed a nearly 50/50 split between people who said product claims were helpful and those who said they were confusing, overwhelming or meaningless. Americans trust claims tested and certified by independent organizations more than claims made by product manufacturers and brands.
The findings suggest self-declared claims made by brands and manufacturers without any independent verification may contribute to consumer confusion and mistrust.
Highlights from the survey include:
The majority of Americans prioritize food quality over safety. 81% of Americans assume the food products they consume adhere to strict safety standards, which may help explain why most consumers focus on food quality over safety. 36% rarely or never look at claims made on food items.
Over half were concerned that dietary supplements could be harmful to you or your family. 34% have purchased dietary supplements despite being unsure the claims on the product were verified.
Safety of cleaning products is the top priority for most people. 83% are more likely to trust a cleaning product with an independent certification, but 48% said they did not know cleaning products can receive safety certifications.
Americans may automatically assume that all personal care products are safe. 81% assume the personal care products they use adhere to strict quality and safety standards. Additionally, 60% of Americans don’t check to see if personal care products adhere to strict quality and safety standards—and 52% don’t know that personal care products can be certified.
From verification of claims like gluten-free, non-GMO and raised without antibiotics to certification of products like dietary supplements, bottled water, drinking water filters and home cleaning products, NSF tests and certifies more than 30,000 products a year. NSF experts also conduct more than 220,000 audits and inspections of manufacturing facilities worldwide each year.
When consumers see the NSF mark on a package, they can be sure the product has gone through extensive testing and review for potential health and safety risks as well as testing for the accuracy of claims made on the label.