Consumers of all generations seek authenticity and transparency – it’s no wonder clean labels are their latest expectation of brands. But what does that mean? We asked consumers how they define them, what they check for in the fine print, which claims have appeal, and what brands should avoid. It’s a lot to digest – but we’ve boiled it down on this infographic. Our survey included 400 US Residents, ages 18-70, who are either primarily responsible or share responsibility for grocery shopping and read nutritional/ingredient labels.