Survey Confirms Consumer Preference for Natural Colors

Chr. Hansen’s Per Sommer:"The survey documents that consumers in mature as well as emerging markets are really interested in the origin and processing of food colorings and that they are willing to pay a premium for products with natural colors."

Oct 6 2011 --- An international consumer survey among 5,000 respondents confirms that today’s consumers prefer natural over artificial colors in their food and beverages.

A consumer researcher conducted a survey - on behalf of natural colors supplier Chr. Hansen - among 5,000 consumers in 10 countries regarding natural colors.

Among the overall findings are:
• 86% answer that they pay attention to news stories regarding the use of artificial vs. Natural colors in foods
• 92% answer that they are concerned about artificial colors
• 88% state that natural colors add value to food and beverages
• 78% are willing to pay a premium price for foods with natural colors

“Apart from confirming that converting from artificial to natural colors is a global mega-trend, the survey documents that consumers in mature as well as emerging markets are really interested in the origin and processing of food colorings and that they are willing to pay a premium for products with natural colors. We believe that these findings are highly interesting to food manufacturers who are converting to natural colors these years,” says Chr. Hansen’s Per Sommer, Business Development Director.

“The research also holds valuable information for international as well as regional food manufacturers when making their product strategies in the markets. Based on these data and other market intelligence Chr. Hansen is able to advise customers accurately in product development and positioning,” Per Sommer concludes.

The survey was conducted among consumers in USA, Mexico, Brazil, UK, France, Poland, Russia, India, China and Australia in May and June 2011. A total of 5,000 consumers were involved in the research via online omnibus; 500 consumers from each market and among them, 50 from each target group defined by age and gender.