Crawley, UK—Half of respondents in a recent survey said they are more likely to buy a product if they recognize all of the ingredients listed on the label—and only 19% of respondents said they always recognize all of the ingredients on the label. The survey of 1,000 adults in the UK and USA, commissioned by Ingredient Communications and conducted by SurveyGoo and conducted in September 2020, determined that consumer needs are not being met.
More findings, as outlined in a press release from Ingredient Communications:
- 44% of respondents said they will pay a higher price for a product when they recognize all of the ingredients
- 81% said they consider the label claim “made with natural ingredients” to be very appealing or quite appealing
- 78% said they consider the label claim “free from artificial ingredients” to be very appealing or quite appealing
The survey suggests that consumers consider clear labelling to be a priority, but the findings also raise questions about how successfully the industry is catering to consumer preferences. “Ingredients companies have taken big steps forward to optimize their portfolios to include clean label ingredients that can be declared on-pack in clear language that most consumers will recognize,” said Richard Clarke, Managing Director of Ingredient Communications, in the release. “Manufacturers of finished products should consider formulating—or reformulating—their products to include these ingredients, or they risk being left behind.”