National Starch Food Innovation Research Results Reveal Clean Label Preferences

In depth consumer research shows that German and French consumers respond better to positive pack-claims such as ‘natural’ or ‘organic’ then negative pack such as ‘ free-from additives’-claims which are popular in the UK.

Sep 9 2010 --- Leader in clean label ingredients, National Starch Food Innovation has conducted in depth consumer research in Germany and France to better understand attitudes towards product labelling in these countries. Having completed similar research in the UK, Germany and the USA in 2007 and playing a key role in the UK’s move to clean label, National Starch Food Innovation has gained valuable insights into consumer purchasing behaviour and the influence of front- and back-of-pack labelling.

The study consisted of eight moderated focus groups where 6-8 female consumers grouped by age; 25-45 and 45-65, were encouraged to discuss their views on labelling of convenience foods, including ready meals, soups, sauces, dairy products, baked goods and beverages. The aim of the research was to find out how attitudes to labels and claims have changed and to investigate preferences in terms of specific terminology. By understanding the language consumers use to describe clean label, National Starch Food Innovation can help customers ensure their product positioning hits the mark.
Mike Croghan, global director wholesome ingredients, commented: “This in-depth research has provided us with a wealth of insights and market intelligence that have enhanced our understanding of what consumers in Germany and France want and how these markets differs from the UK. It’s clear that if consumers had the choice, additives and preservatives would be out and natural or unprocessed ingredients would be in.” 

Laura Goodbrand, marketing manager wholesome ingredients, continued:  “What we found particularly interesting was that German and French consumers respond much better to positive pack  claims such as ‘natural’, ‘organic’, ‘clean label’ or ‘made with natural ingredients’ than negative claims, which are popular in the UK, such as ‘free-from additives’ or ‘without e-numbers’. Another key finding was the rate of acceptability of additives and e-numbers in different categories of products. For example, in indulgent products, or highly processed foods, consumers are more willing to accept that additives may be present. However, in fresher and every-day products, such as sauces, dairy and beverages, acceptability is much lower.”

As an expert in the field, National Starch Food Innovation has supplemented this research by developing a clear definition of clean label to help manufacturers make sense of the term (in the absence of a clear EU definition).  Clean label products are defined as being free from chemical additives, they offer a simple ingredient listing (without ingredients that sound chemical or artificial) and are minimally processed - using traditional techniques that are understood by consumers and not considered artificial.  This definition supports the research findings from both markets and provides food developers with greater insight into the trend towards healthier, natural and cleaner foods across Europe.