Last month’s IFT17 show in Las Vegas offered a strong focus on clean labels and clean eating. During the event, attendees were presented with a variety of survey findings that indicate more consumers are seeking transparent labeling and clean eating options. As part of that effort, Kalsec conducted U.S.-based research earlier this year to gather and measure consumer opinions on the perceived differences between naturally-sourced and chemically-derived ingredients to better understand consumer trends and beliefs.
Here are some of their findings:
- Naturally-sourced ingredients are increasing in popularity when compared to more chemically-derived ingredients. Given the increase in consumers’ expectations for greater transparency in food processes, these trends are likely to continue with less consumers, who are without this preference, decrease in number.
- Natural flavors are preferred over Tertiary Butyl Hydroquinone (TBHQ), a chemical preservative used in food products to extend shelf life. Kalsec’s consumer survey indicated half of the consumers indicated a preference for a particular ingredient. And, of those stating a preference, nine out of ten chose “natural flavor” over “TBHQ.” Since such a large percentage of consumers have this preference, their future purchasing behaviors may begin to reflect this belief.
- Different age segments, have different preference levels for “rosemary extract” versus “natural flavor.” When participating in a Kalsec survey measuring the importance of the transparency in ingredients, the majority of consumers preferred naturally-sourced options versus having no preference. Of those consumers who expressed a preference, two-thirds of Millennials preferred “rosemary extract” over “natural flavor” as their desired ingredient label. Millennials were the only generation for whom “‘rosemary extract” dominated over the “no-preference” option” which supports the theory that millennials seek more specificity and transparency in their food labels. While all other generations selected “no preference” most frequently, their selection of “rosemary extract” was higher than that of “natural flavor” for those stating a preference. This result also supports that when comparing two similarly functioning ingredients, most consumers prefer to know the specific description of the ingredient.
- Millennials are beginning to shape changes in consumer food purchase decisions. Although the number of Millennials has surpassed that of Baby Boomers, the expected peak of Millennial buying power in 2036 is still two decades away. Today, Millennials have just over 20% of the buying power in the $ 900 Billion food industry versus the higher 36% of buying power of Baby Boomers. However, the purchasing dominance of Baby Boomers will likely wane as both segments age.
For food manufacturers, understanding the labeling preference across their audience segments will be critically important in the future. Overall Kalsec research results show naturally-sourced ingredients are preferred by both Baby Boomers and Millennials, with Millennials leaning more towards preferring more specific ingredient descriptions.
© Kalsec, Inc., 2017
__________________
Footnotes:
1. Kalsec conducted online surveys in May 2017 with 1,026 US consumers and in June 2017 with 1,008 US consumers ages 18 and higher.
2. For Kalsec ‘s consumer research results, we assumed “Millennials” refers to US consumers, ages 18-34 at the time of the survey, “Gen X” refers to consumers ages 35-54, and “Baby Boomers” refers to the 55 and older ages.
3. Consumer Expenditures Survey (CEX). (n.d.).
4. Fry, Richard. N.p., 25 Apr. 2016. Web.
