And it looks like it will pay off.
Just last week, Nestlé announced they will voluntarily reduce the amount of sodium in many of their foods and beverages. This voluntary sodium reduction is rare in the food and beverage industry. Most companies in the industry oppose the FDA’s potential sodium reduction targets. So how are consumers reacting to this news?
Right after the announcement, CivicScience asked almost 2,000 U.S. adults their thoughts about the news and whether or not this makes them more or less likely to purchase Nestlé products.
Overall, consumers are accepting of this change: 15% of adults say they are more likely to buy Nestlé because of this change and only 4% are less likely to buy Nestlé products after this change. Overall, it looks like Nestlé could see some major success by implementing this change.
As we explored the information further, we uncovered more interesting and promising news for the CPG company.
Almost a quarter of primary grocery shoppers are more likely to buy Nestlé products because of this move, which is more than the general population. This is exactly who Nestlé would want to be excited about this news.
A fifth of moms are more likely to now buy Nestlé products because of this news. This is a third more likely than the general adult population and 43% more likely than dads.
A little over a fifth of socially-conscious consumers say they are more likely to buy Nestlé products because of this news, which is 50% more than the general adult population.
We also asked consumers if they are more willing to trust Nestlé after making this move. After asking over 1,000 U.S. adults, we found that of those who have heard about the announcement, 23% of consumers answered “I am more likely to trust Nestlé,” while only 5% said “I am more likely to distrust Nestlé.”
Overall, it seems like this will be a winning move for Nestlé. Consumers seem to appreciate the fact that the company is making voluntary moves to provide them with healthier products. It’s clear many consumers are looking for healthier options, so will Nestlé’s competitors follow suit? Or will it take a mandatory change by the FDA to see changes from other CPG companies? One thing is for sure – consumers are willing to reward a company for making bold actions like this.