Chr. Hansen Survey: Majority of US Moms Willing To Pay More For Products With Naturally Derived Colors

15 Oct 2014 --- The majority of U.S. moms (71 percent) believe the foods they eat affect the quality of their lives. By reading more labels, researching ingredients and actively engaging in conversations to inform purchasing decisions, moms are making informed decisions about food in order to help their families lead better lives.

Leading food ingredient company, Chr. Hansen’s Natural Colors Division, commissioned the “Thought for Food” survey to learn what U.S. moms look for in food labels and gauge their perceptions of natural ingredients. While moms rely on personal insight gained from Google searches, news segments and social media discussions, most of their purchasing choices are made by reading food labels.

“One significant outcome from the survey found 83 percent of respondents wish there were more naturally derived food offerings from U.S. food companies. This insight drives product development to help our customers meet consumer needs,” said Mary Bentley, senior vice president color sales and commercial development, Natural Colors Division, Chr. Hansen. “It’s also interesting to note 80 percent of moms are more likely to purchase a product if it contains naturally derived ingredients, which demonstrates strong purchase intent that will position those products as market leaders.”

“Findings also revealed U.S. moms are very knowledgeable and active in the natural ingredient conversation,” said Bentley. “Our strategy to be Nature’s #1 drove the “Thought for Food” survey. We hope that by sharing our findings, it can serve as a benchmark for future studies as interest in natural ingredients continues to gain momentum as a leading consumer trend.”

In May 2014, a national online study was fielded to collect information on U.S. moms’ food shopping behaviors and perceptions of synthetic and naturally derived colors in food. The study was conducted via a systematic random sample of 1,873 U.S. moms using sample obtained from Qualtrics. Moms were screened to be 18 or older, to have at least one child under the age of 18 in their household and to be the primary grocery shopper or to equally share this responsibility with another individual in their household. An ending sample of 1,140 U.S. moms participated in this research.