Consumer Brands launches National Consumer Transparency Week

ARLINGTON, Va. — The Consumer Brands Association has launched its second annual National Consumer Transparency Week, highlighting the consumer packaged goods industry’s efforts to provide shoppers with greater access to product information through initiatives such as FACTS UP FRONT® and SmartLabel®.

The association released new data from Nielsen Consumer LLC and its own analysis showing that consumers are increasingly relying on transparency tools to make purchasing decisions. According to the data, FACTS UP FRONT now appears on seven in 10 products sold in the United States, representing a 65% increase since 2021. Meanwhile, products participating in SmartLabel can be found in more than one in five U.S. grocery shopping carts.

Consumer engagement with these tools is also growing. A recent International Food Information Council survey found that nine in 10 Americans who review nutrition information while shopping are familiar with FACTS UP FRONT, and more than half say they often or always use the labeling system when making purchase decisions. Consumer Brands also reported that SmartLabel usage increased more than 40% between 2024 and 2025, with shoppers scanning labels more than 9 million times last year.

“Safety is a nonnegotiable for the makers of America’s trusted household brands and transparency has long been a core value of our industry because consumers deserve clear and trustworthy information about the products they purchase. The data released today shows consumers are actively using these industry-led, voluntary transparency tools to make informed choices while at the grocery store,” said Melissa Hockstad, president and CEO of Consumer Brands. “Transparency and affordability go hand in hand. While consumers want more ingredient transparency, they also want to be able to afford these everyday essential products. That’s why Consumer Brands supports a consistent national framework for ingredient safety and transparency to replace the patchwork of state mandates that will drive up grocery costs.”

National Consumer Transparency Week aims to raise awareness of the industry's voluntary transparency programs, including SmartLabel, FACTS UP FRONT, Truth About Ingredients, and Food Processing Facts. According to Consumer Brands, the CPG industry contributes $2.5 trillion to U.S. GDP and supports 22.3 million American jobs.

Hear more from Hockstad in this newly released video and blog post.

Learn more about the industry’s consumer transparency tools such as SmartLabel, FACTS UP FRONT and Consumer Brands’ websites Truth About Ingredients and Food Processing Facts here.