Take a look at any retail outlet today, and you’ll see the same words appearing in product after product across categories: high in protein, clean label, functional, better for you.

The problem isn’t that there’s too little messaging, it’s too little clarity, even from so much. Consumers are scanning quickly, making decisions in just a handful of seconds. Vague language doesn’t drive results; specific language does. Clear numbers make a difference. “20g protein,” “8g fiber,” or “0g added sugar” give people something concrete to evaluate and signal transparency at the same time.

For retailers, category managers and brand teams, this goes beyond packaging. Nutrition callouts influence velocity, shelf placement and repeat purchase, and they give retail dietitians something specific to stand behind.

In a crowded wellness set, clarity is what stands out.

Why specific nutrition callouts work

1. Numbers are easier to compare than adjectives

Shoppers make decisions quickly and clear numbers help them compare products side-by-side.

The U.S. Food and Drug Administration redesigned the Nutrition Facts label to highlight calories and other nutrients in food products. In doing so, it reinforces the idea of the power of numbers in decision-making.

Research published in the Journal of the Academy of Nutrition and Dietetics revealed that interpretive and numerical information on the front of food packages is more powerful in increasing consumers’ understanding than vague statements. Seeing the exact amount of nutrients helps consumers make better decisions.

This aligns with what we see on the front of packages in our stores: “20g protein” is easier to understand than “high protein.”

2. Callouts help shoppers meet clear goals

Many consumers are actively trying to increase or reduce specific nutrients. For example, the 2025–2030 Dietary Guidelines for Americans names dietary fiber as a nutrient of public health concern because intake is consistently below recommendations. Clear fiber gram callouts align with that national guidance. The ARC Health and Wellness Community recently held a webinar stating these concerns and how marketing and education can help to improve fiber intake.

A review in Nutrients shows a positive association between greater protein intakes and satiety and weight control in adults, which explains the prevalence of protein gram comparisons in snacks and beverages.

Clear packaging and its ability to communicate amounts for specific nutrient-based goals can inform consumers’ decisions with greater confidence.

3. Transparency builds credibility

Clear labeling supports trust. According to Harvard Health, clear packaging builds trust with consumers. The Nutrition Facts label allows consumers to compare products based on their actual nutrient content rather than their advertising claims.

Specific callouts such as “0g added sugar,” or clearly stated fiber and protein amounts provide context that general wellness messaging does not.

For those in retail or brand groups, transparency that can be quantified is key for driving repeat purchases. If a customer knows what they are getting, they are more willing to come back for a repeat purchase. For category managers and planners, the bottom line is simple: specific callouts mean less guesswork and quicker comparisons for those planning their shopping trips, both in-store and online.

Which nutrition callouts are driving sales

Clear nutrition callouts matter most when they align with what shoppers are actively seeking. Across all product types, a few nutrients rise to the top because they are directly related to many consumers’ health and wellness goals.

1. Protein

Protein remains one of the most searched-for nutrients in food and beverages. Shoppers are not just looking for “high protein.” They are comparing products based on the actual number of grams.

Research shows that higher-protein foods are associated with improved satiety and appetite control, which helps explain why consumers actively seek products with 15g, 20g or even 30g of protein per serving.

Category managers will find opportunities to segment their products. Ready-to-drink beverages, yogurt, snack bars and frozen meals can be segmented by protein type. With clear measurements per serving as calls to action, it becomes easy to compare and trade up within these categories.

2. Fiber

Fiber does not always play a prominent role on the packaging, but it does appear as one of the nutrients consumers want to add to their diets. The 2025–2030 Dietary Guidelines for Americans still list fiber as an under-consumed nutrient for most Americans.

Recent studies have found that increasing fiber in the diet is associated with better digestive health and greater feelings of fullness.

Fiber-forward snacks, cereals and functional foods can be grouped or highlighted to make comparisons easier. A grams-per-serving fiber callout provides clearer direction than a general “supports digestion” statement.

3. Added sugar

The emphasis on added sugars on the nutrition label has become an important factor for consumers to consider. The FDA’s food labels are intended to help consumers make more informed decisions about sugar consumption.

Emphasizing “0g added sugar” or displaying gram amounts resonates with consumers because it supports broader public health recommendations for limiting added sugars. These values are particularly impactful for beverage and snack products where consumers compare products side-by-side.

4. Electrolytes and micronutrients

Electrolytes, magnesium, vitamin D and B vitamins are becoming increasingly prominent on food and beverage front-of-pack labeling. Electrolytes are important for hydration and fluid balance, as supported by the National Academies of Sciences.

Magnesium and vitamin D are becoming increasingly prominent on food and beverage labeling as consumers become aware of the importance of these nutrients for muscle function, bone health and overall wellness. When these nutrients are clearly quantified, not just mentioned, they help shoppers understand what they are getting. For retailers, that transparency supports both conversion and credibility.

Transparency builds trust and repeat purchases

Clear callouts of nutrients get a product into the cart. Transparency keeps it there.

Consumers are more focused on the ingredient list and labels. Research shows that if a consumer regularly reads labels, they are more likely to make consistent purchasing decisions. When the ingredient list is shorter and more consumer-friendly, they feel more confident. The FDA states that clearer labels and a standardized Nutrition Facts label are specifically designed to make it easier for consumers to understand the label.

For retailers and brand teams, transparency is no longer just a compliance issue but a loyalty issue. A shopper may try a product because it claims “20g protein,” but they come back when the label feels straightforward and credible.

Retail dietitians play an important role here. Clear gram amounts and simple ingredient lists make it easier for retail dietitians to support products through shelf tags, store tours, social posts and community education. When dietitians can confidently explain what a product contains and why it matters, it strengthens both the product and the retailer’s reputation.

What this means for retail teams now and in the future

Category managers and space planners should consider the impact of nutrition callouts. The ability to block products based on function, protein levels, fiber content, no added sugar and other nutrient-based criteria can make it more efficient to shop. Clear numbers help make decisions happen faster.

For brand teams, the takeaway is that specificity sells. Labels stating “25g protein” are more compelling than “high protein.” Similarly, “8g fiber” is more compelling than “supports digestive health.” Consumers compare numbers, and consumers return to products they understand.

Retail dietitians strengthen this impact. When nutrient claims are clear and measurable, retail dietitians can reinforce them through shelf tags, tours, digital content and community outreach. That alignment between packaging, shelf strategy and nutrition education builds trust.

As wellness claims continue to crowd the aisle, clarity becomes a competitive advantage. The retailers and brands that make nutrition easy to see, easy to compare and easy to explain will be the ones that convert trial into loyalty.