Consumers prefer easy to understand, clean label ingredient decks, survey finds

Photo © Shutterstock.com/Benoit Daoust

New research commissioned by Ingredient Communications found many consumers are still unsure about the ingredients listed on food and beverage labels. In a survey, conducted by SurveyGoo, of 1,000 adults in the United Kingdom and United States, 50% of people said they are more likely to buy a product if they can recognize all the ingredients on the label. However, only 19% of respondents said they always recognize all the ingredients on the pack.

Moreover, more than one-third of respondents (36%) admitted they are less likely to buy a product made with an ingredient they do not recognize. Conversely, 44% said they are happy pay a higher price for a product when they recognize all the ingredients it contains.

“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 recognize,” said Richard Clarke, managing director of Ingredient Communications, in a press release. “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. A total of 81% of consumers said they consider the label claim ‘made with natural ingredients’ to be very appealing or quite appealing. Similarly, 78% said they consider the label claim ‘free from artificial ingredients’ to be very appealing or quite appealing.