Te Protejo: the brand best positioned for consumers in Chile

A recent public survey reveals how consumers in Chile stay informed, what barriers they face, and why trust seals remain key to making better decisions.

Labels are a key tool for exercising the right to information. The project “Citizen Analysis of Labeling in Chile,” carried out by CONADECUS with funding from the Fund for Consumer Associations, collected 707 valid responses from consumers of different ages and from various regions, with the goal of understanding how they read, understand, and use the information available on products when making purchases.

The results show that reading labels is a widespread practice: most people say they read them “always” or “sometimes,” especially on sensitive products such as food, medicine, personal care items, and household cleaning products. This behavior is more common among women (71.2% of those surveyed) and in the 25- to 44-year-old age group, where systematic label reading is most frequent.

Image by Depositphotos

What we read, what we look for, and what makes it difficult for us

The main motivations for reading labels are related to personal care and risk prevention. People want to know the ingredients, avoid specific substances, check expiration dates, and understand instructions for use. At the same time, environmental and ethical motivations are beginning to gain traction, although they are not yet the majority.

Despite this interest, the study identifies clear, cross-cutting barriers: text that is too small, technical language, information overload, and difficulty interpreting labels or icons. These difficulties affect even people with technical or college-level education—a group that accounts for more than 80% of the responses—which shows that the problem is not a lack of interest, but rather the way the information is presented.

Trust, seals, and informed decisions

When it comes to environmental issues, public recognition is focused on widely recognized labels. Sixty percent recognize the “Cruelty-Free” or “Not Tested on Animals” label, 54% recognize “I Choose to Recycle,” 48% recognize the energy efficiency label, and 33% recognize vegan certifications. These labels, associated with visible and immediate impacts, are also the ones that inspire the most trust.
In this context, it is noteworthy that the “ Te Protejo ” label is identified as the most relevant to consumers’ interests, positioning itself as a benchmark for independent, verified, and understandable certification. This recognition reinforces the importance of choosing official and reliable labels, backed by clear criteria and transparent evaluation processes.

Image by Te Protejo

At Te Protejo , we believe that looking at a label is an act of awareness. Reading, questioning, and demanding clear information strengthens consumers’ rights and pushes brands to do better. Choosing official, verifiable certifications is part of that process, as is confirming their validity through reliable sources.

In this regard, our official list of certified brands is a permanent resource for confirming which certifications meet clear criteria and verifiable evaluation processes. The next time you pick up a product, take a moment to read its label: that’s where a more informed, fairer, and more conscious decision begins.