Consumers want traceability, transparency in their products

Two small children are shown in the juice aisle of a grocery store shopping with their mother.

Do you ever think about the ingredients in your favorite products?

Where did they come from? If they are plant ingredients, were they sustainably grown and harvested? How was the quality and safety checked along the way?

Research shows that many people are interested in the answers to those questions and are willing to pay more for a product that meets their standards.

Consumers will pay more for traceability

A recent poll of 2,000 Americans found that 87 percent would be more likely to buy something if they knew and understood all the ingredients in the products they purchase. In fact, the same percentage felt that companies aren’t transparent enough about the ingredients they put in their products.

And 63 percent would be willing to pay more for responsibly made and transparently sourced products—more than a third above what they pay now.

Companies are telling their stories

The study, conducted by OnePoll in conjunction with Nutrilite™, helps explain a growing trend of companies touting their transparency and traceability in the manufacturing of food, beverages, vitamins and supplements.

For consumers, this trend is especially key when it comes to vitamins and supplements, even though they may not realize it.

While the U.S. Food and Drug Administration (FDA) ensures the safety of the country’s food supply through regulation, the organization does not regulate vitamins and supplements in the same way.

A surprising 68 percent of Americans believe it does, according to the poll. That makes a supplement company’s commitment to traceability and transparency all the more important.

A green field at Nutrilite Trout Lake Farm in Washington is shown with irrigation pipes and a mountain in the background with a blue sky.

Nutrilite focused on traceability from beginning

“While this desire for traceability may be an emerging trend for consumers, it’s been a priority for the Nutrilite brand since its inception more than 80 years ago,” said Sam Kilgore, manager of Supplier Quality Development at Amway, maker of Nutrilite products. “From the very roots of Nutrilite we have held traceability as something core to our brand.”

Nutrilite founder Carl Rehnborg used pioneering sustainable farming practices when he first started growing ingredients, tracing every action performed on each section of his farm to ensure the highest quality and most effective ingredients.

Vigilance over sustainability, safety and quality continues to be one of the main focuses of the Nutrilite brand, Kilgore said.

Nutrilite has 9-step traceability process

In response to the growing demand from consumers, Nutrilite recently launched a website dedicated to telling its traceability story, highlighting efforts to ensure its products are pure, safe and effective.

The brand’s nine-step traceability process has been verified by Ecocert SA, an independent organization that guarantees and highlights the best environmentally friendly and socially conscious practices.

“No matter what you put in your body, whether it’s food or whether it’s supplements, you should care where it came from because it’s affecting your health,” Kilgore said.

Learn more

To learn more about the traceability standards used at Nutrilite farms and manufacturing facilities, visit the new traceability experience. To learn more about Nutrilite supplements that might be right for you, visit the websites for Amway US or Amway Canada.


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