If you’re smart, you shop with a list so you don’t give in to impulsive prompts on grocery shelves. However, even with a list, no two shoppers work the store aisles alike. Studies show that U.S. shoppers are focused more on product attributes than sales. Some are looking for keywords like antioxidants, and others are looking for what’s not inside. According to Nielsen’s Clean Label Report, many shoppers are saying it’s more important to leave out the bad stuff than include the good stuff. They don’t like artificial ingredients, hormones/antibiotics, and that vague list of ingredients that aren’t easy to pronounce.