LONDON — Consumers continue to see health and wellness as an important issue and are willing to pay more for foods with health benefits on the label, according to research in Europe by Tate & Lyle.
The survey involved consumers in Germany, France, the United Kingdom, Spain and Italy and found 53% of consumers often check nutritional information on-pack and 57% check the ingredient list on the back of packaging. At least half of consumers see less fat and sugar as important benefits, and about 80% of respondents said they would be prepared to spend more on specific claims such as "improving cardiovascular health" and "helps to control cholesterol."
In addition, the study found consumers expect high-quality products with good mouthfeel, and consumers feel their diet is lacking in fiber.
"Understanding that consumers still view health and wellness as extremely important and look to on-pack labeling for guidance will enable our customers to respond to these consumer preferences," said Anne Barry, marketing officer of Tate & Lyle food and industrial ingredients.