Clean label: Kerry research examines America's “no-no” ingredients

23 Oct 2017 --- Kerry has published a report following a consumer research study focusing on clean label. By measuring 54 specific ingredients to better understand how perceptions are changing across generations, Kerry has discovered a wealth of information about consumer thinking on clean label. Topics including consumer awareness, willingness to pay, influential claims and ingredient expectations, which are all explored in the 26-page report.

By surveying so many consumers Kerry has built up a wealth of information about consumer perception of clean label which includes the dos and don’ts of ingredients. This information will then help brands define more effectively their targets for clean label.

The group has published a white paper that details how it discovered what ingredients are on the “no-no” lists for consumers and how 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.

Survey results
The research focuses on how consumer perceptions can inform the manufacturing, retail, and foodservice industries in an effort to understand the future of food and beverages. 

Kerry’s consumer survey reveals that 82 percent of ingredient-conscious consumers believe clean label is important and almost as many are willing to pay more for healthier, cleaner products. 

Additionally, 75 percent of these consumers indicate they evaluate ingredients on a package, while 66 percent look at the nutritional panel. 

The study exposes that clean label is multidimensional 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. 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,” said Kate Toews, VP of Strategic Marketing at Kerry.

Kerry asked over 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 decision.

Kerry says that as more and more consumers demand a return to “real food and beverage products”, it is responding with more authentic and nutritious taste experiences. 

The full white paper entitled Beyond The Label: The Clean Food Revolution is available for download here.