Clean label special feature

Clean and clear labelling appeals to consumers, new research finds

By Anthony Myers contact

- Last updated on GMT

pic: ingredientcommunications.com
pic: ingredientcommunications.com

Related tags: Clean label

Many food and beverage products do not offer the clear labelling that consumers want, according to new research (September 2020), in the UK and USA, commissioned by Ingredient Communications and conducted by SurveyGoo.

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.

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