Many food and beverage products do not offer the clear labelling that consumers want, according to new research.
In a survey of 1 000 adults in the UK and USA, commissioned by Ingredient Communications and conducted by SurveyGoo, 50% of people said they are more likely to buy a product if they can recognise all of the ingredients listed on the label. However, in a sign that their needs are not being met, only 19% of respondents said they always recognise all of the ingredients on the pack.
Higher price for recognisable ingredients
Demonstrating the risks of this, more than one third of respondents (36%) admitted they are less likely to buy a product made with an ingredient they do not recognise. Conversely, 44% said they are happy pay a higher price for a product when they recognise all of the ingredients it contains.
The findings of the survey indicate that a large number of consumers consider clear labelling to be a priority but also raise questions about how successfully the industry is catering to their preferences.
Clean label ingredients
Richard Clarke, managing director of Ingredient Communications, says: “Ingredients companies have taken big steps forward to optimize their portfolios to include clean label ingredients that can be declared on-pack in clear language that most consumers will recognise. Manufacturers of finished products should consider formulating – or reformulating – their products to include these ingredients, or they risk being left behind.”
Most respondents to the survey, which was conducted in September 2020, also expressed a preference for natural ingredients and an aversion to artificial additives. As many as 81% of consumers said they consider the label claim ‘made with natural ingredients’ to be very appealing or quite appealing. A similar number (78%) said they consider the label claim ‘free from artificial ingredients’ to be very appealing or quite appealing.