Ingredients on labels is not clear enough, research finds
Research commissioned by Ingredients Communications has revealed that many food and beverage products do not offer the clear labelling that consumers want.
In a survey of 1,000 adults in the UK and USA, 50% of people said they are more likely to buy a product if they can recognise all of the ingredients listed on the label.
The research also showed that there is a sign that consumer needs are not being met, with only 19% of respondents saying they always recognise ingredients labelled on products.
More than one third of respondents (36%) admitted they are less likely to buy a product made with an ingredient they do not recognise and 44% said they are happy pay a higher price for a product when they recognise all of the ingredients it contains.
According to Ingredients Communications, the survey findings indicate that a large number
of consumers consider clear labelling to be a priority but also raise questions about how successfully the industry is catering to their preferences.
Richard Clarke, Managing Director of Ingredient Communications, said: “Ingredients companies have taken big steps forward to optimise their portfolios to include clean label ingredients that can be declared on-pack in clear language that most consumers will recognise.
Manufacturers of finished products should consider formulating – or reformulating – their products to include these ingredients, or they risk being left behind.”
Most respondents to the survey, which was conducted in September 2020, also stated they preferred natural ingredients and were not keen on artificial additives.
As many as 81% of consumers said they consider the label claim ‘made with natural ingredients’ to be very appealing or quite appealing.
A similar number (78%) said they consider the label claim ‘free from artificial ingredients’ to be very appealing or quite appealing.