Consumer Attitudes to Clean Label
04 Jul 2017 | Kerry
Where's the IFT Food Expo in Las Vegas.
I'm here with Reneta Cooper from Kerry, and Kerry have just released the results of a consumer study that they conducted into attitudes around clean label.
Renessa, can you explain a bit about some of these findings that you have?
OK, so the survey that we did is actually across 4 regions, but the data that I'm talking with you about today is really based on the US, and it's just the preliminary findings that we have from that.
So Kerry, as a taste and nutrition company, is Really looking to understand what consumers are looking for in the clean label space, and this is really just a deeper dive into what customers are looking for, consumers and customers are looking for in the area of clean label.
We understand that consumers are looking and reading at label declarations, and one of the things that was a bit interesting about this is taking it deeper and and those consumers who are actually reading label declarations, 9 out of 10.
Of those are actually looking for clean label and are willing to pay more for a product that is a clean label product.
So I think that's a bit more definition of what they're looking for.
What does clean label mean to them?
So clean label from this survey, the findings that we had at a high level are that consumers are really looking for natural or claims that give them a sense of what that product is like, what it's made from, so organic verified.
Non-GM and within that space they're looking specifically for products that have no artificial colors, no artificial preservatives, and no artificial flavors.
What are some of the other results?
Because I, I think there was also quite an interest in plant-based ingredients.
So definitely there's an interest in plant-based proteins and with an understanding that a plant protein is important to the diet, and plant-based proteins are both sustainable and good, good nutrition.
OK.
Anything else that you can say to come out of this study?
I think that one of the other things that we found is that there's a growing understanding of what clean label means.
So about 53% of consumers would say that they, they understand or they have some level of understanding of, of clean label, and 35% would have, would say they have a, a strong understanding.
Moving forward, when can we expect to see results from the European survey and other other results that are coming out?
So we expect to be releasing the results from the European part of the study in about 6 to 9 months.
OK, and moving forward, you're going to extrapolate some further data and deep dive into it a bit more.
So we'll have more information coming out on the results from the US as as the European results.
Thank you very much.
Thank you.
