Many food and beverage products do not offer the clear labelling that consumers want, according to new research.
In a survey of 1,000 adults in the UK and US, commissioned by Ingredient Communications and conducted by SurveyGoo, 50% of people said they are more likely to buy a product if they can recognise all of the ingredients listed on the label.
However, in a sign that their needs are not being met, only 19% of respondents said they always recognise all of the ingredients on the pack.
Conversely, 44% said they are happy to pay a higher price for a product when they recognise all of the ingredients it contains.
The importance of food labels
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.
Managing Director of Ingredient Communications Richard Clarke said: “Ingredients companies have taken big steps forward to optimise their portfolios to include clean label ingredients that can be declared on-pack in clear language that most consumers will recognise.
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.
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.