Issue 4 2018
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ingredients<br />
35<br />
New clean label research shows the power of<br />
clean ingredient lists<br />
New research, commissioned by functional ingredients manufacturer BENEO, shows that<br />
consumers pay more attention to what is inside the products they are buying, than to either the<br />
product’s description, or the brand name itself. This highlights the drive by consumers to make<br />
healthier choices and shows the continued importance of manufacturers offering cleaner label,<br />
product alternatives in their portfolios.<br />
© SHUTTERSTOCK<br />
BENEO’s online quantitative<br />
clean label consumer survey was<br />
carried out with 3,000 consumers<br />
from the UK, Germany and the<br />
US[i] and the research gives<br />
insights into shoppers’ product<br />
choices and their preferred<br />
ingredients when buying cleaner<br />
label products.<br />
Ingredients more than brand<br />
It seems that there is a stronger<br />
female bias to those preferring<br />
to analyse the ingredients in their<br />
products, rather than buy on<br />
brand alone. However, the results<br />
also show that brand is not as<br />
important to male purchasers as<br />
what is in the product, showing<br />
that the healthier living message<br />
isn’t gender specific.<br />
When shopping for a new<br />
product, what do you usually<br />
read on the packaging?<br />
n The ingredient list – 51%<br />
Total, 56% USA, 51% UK, 47%<br />
Germany (53% female, 49%<br />
male)<br />
n The brand – 45% Total, 51%<br />
USA, 43% UK and Germany<br />
(48% male, 43% female)<br />
n The product description – 49%<br />
Total, 51% UK, 49% Germany,<br />
46% USA (50% female, 47%<br />
male).<br />
Natural products – consumers<br />
want….<br />
The drive to all things natural<br />
continues unabated and when<br />
consumers were asked what<br />
characteristics they expected<br />
from a natural product, 59%<br />
expected a natural product ‘to be<br />
healthy’ (54% Germany, 60% UK,<br />
63% USA), 53% wanted it ‘to not<br />
be genetically modified’ (50% UK,<br />
50% USA, 60% Germany) and<br />
50% said it should ‘be a quality<br />
product’ (46% Germany, 53%<br />
UK, 52% USA). Also high on the<br />
list of expectations for a natural<br />
product were for it ‘to have a pure<br />
taste’ (44%), ‘be safe’ (40%) and<br />
for it ‘to be low in sugar’ (39%).<br />
This again demonstrates the<br />
importance of ingredient choice<br />
for manufacturers considering<br />
recipe reformulation.<br />
Unmodified food starches and<br />
flours<br />
With the survey showing that<br />
consumers combine ‘natural’<br />
issue four <strong>2018</strong> www.foodmagazine.eu.com
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