Consumers are more aware than ever that maintaining a “healthy” diet is important, but they aren’t as clear on what that means, according to new research from Spoon Guru.

Chicago-based research firm IRI and Label Insight are joining forces to provide CPG manufacturers and retailers more insight into product performance based on nutrition and ingredient label data.

Label Insight says 73 percent of 2,021 consumers surveyed would pay a premium for products that offer complete transparency in a variety of areas, including certifications, ingredients lists, nutritional breakdowns, allergens lists, and information on how products are sourced, produced and handled.