What consumers are saying
Kerry, the taste and nutrition company, has published a report based on a massive consumer research study focusing on clean label. Kerry measured consumer perceptions about 54 specific ingredients to understand how “no-no” lists and nutritional standards are changing across generations. Findings available in the white paper are specific to American consumers and include an actionable definition of clean label and an understanding of what consumers want and don’t want in their food.
Kerry’s consumer survey reveals that 82% of ingredient-conscious consumers believe clean label is important, and almost as many are willing to pay more for healthier, cleaner products. Additionally, 75% of these consumers indicate they evaluate ingredients on a package, while 66% look at the nutritional panel. The study exposes that clean label is multi-dimensional for consumers and is a combination of ingredients, nutrition and sustainability that equates to trust in a product.
“This research study is one component of Kerry’s strategic emphasis on consumer expectations in taste and nutrition and will help brands define more effectively their targets for clean label,” said Kate Toews, vice-president of strategic marketing at Kerry. “The more we understand consumers’ desires, the better we can partner with our customers to embed this knowledge and help them align with their consumers’ expectations.”
The research focuses on how consumer perceptions can inform the manufacturing, retail, and food service industries in an effort to understand the future of food and beverages. Kerry asked more than 700 American consumers who read ingredient labels to share their opinions on grocery shopping, food consumption and product packaging in an online survey. The survey explored consumers’ understanding of clean label and how specific claims, ingredients and packaging influence their purchase decisions.