Have you ever wondered how your customers decide what foods to purchase, and which ones to put back on their store’s shelf? Do you know what drives their purchase decisions? Fortunately, Ingredion Idea Labs™ has recently taken a deeper look into these subjects and shared the research findings in their latest i2s Labs brief, The Rise of Clean Labels. For the past five years, Ingredion has surveyed and analyzed consumer attitudes on clean labels in 17 countries around the world to help add dimension to the megatrend of consumers becoming increasingly aware of what they put on and in their bodies. Ingredion’s newest brief offers a snapshot of 2015 results from the perspective of U.S. consumers.
The brief outlines some very interesting findings that may change the way you think about labeling. For instance, according to Ingredion’s survey results, the word “natural” beats the phrase “no artificial ingredients” in labeling appeal. The survey also identified ingredients with which consumers are familiar, as well as those ingredients they indicated are unfamiliar to them. Natural flavors, antioxidants and natural colors topped the “familiar” list, while Guar gum, maltodextrin and many others populated the “unfamiliar” list.
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