In a survey of 1,000 adults, 50% of people said they are more likely to buy a product if they can recognize all of the ingredients listed on the label – but only 19% of respondents said they recognize all of the ingredients on the pack.
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.
Research revealed 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 to pay a higher price for a product when they recognize all of the ingredients it contains.
Richard Clarke, Managing Director of Ingredient Communications, said: “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. Manufacturers of finished products should consider formulating – or reformulating – their products to include these ingredients, or they risk being left behind.”
Respondents 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.