Consumer Attitudes on Clean Label
19 Dec 2012 | Kampffmeyer
How important are natural foodstuffs for European consumers, and which expectations are associated with naturalness? These and further questions are answered by Kampffmeyer Food Innovation’s recent consumer study, conducted by market research company e-Research24.de within eight European countries . The results show that naturalness is a decisive buying incentive and that most consumers are willing to pay more for products with a clean label. Almost three-quarters of respondents perceive a close connection between “natural” and “healthy”. The study also shows that both ingredients and manufacturing processes are perceived as natural if they are familiar to consumers as part of their everyday lives.
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