Our International Trend Studies have been conducted on a biennial basis in the United States for 26 years and in 45 countries internationally since the Year 2000. The resulting database is the longest running of its kind, providing trended shopper insight data to food manufacturers, ingredient suppliers, foodservice establishments, pharmaceutical companies and health organizations. Shopper nutrition and health insights are used to create and support strategy, position and improve brands and track trends.
In Search of Purity, Freshness, Organics & Food Safety
- Purity in growth and manufacturing is highly important to Spanish shoppers. Seven of their top 10 food concerns center around keeping foods pure and natural, including contamination, pesticides, growth hormones, antibiotics, and irradiation. Similarly, while “fresh” retains its top spot as most important on labels, purity factors may be increasingly important, as 2016 sees the highest share saying it is highly important to see labeling indicating a product that lacks pesticides; has no artificial colors or preservatives, is GMO free, or is certified organic.
- These opinions translate into a preference for “free-from” labels and recognizable ingredients. Along with unfamiliar ingredients, preservatives, artificial colors, and artificial flavors are most likely to make a food seem processed, and more than half of shoppers say processed foods are not healthful. Still, most have maintained their use of processed foods, and they are more wary of artificial ingredients than of additives and preservatives.
- Shoppers say non-GMO foods are more nutritious, safer, and better for the environment, and a high majority supports labeling for GM ingredients. More than 4 in 10 say organic is an important brand influence, and a majority at least sometimes choose for organic ingredients. Still, natural seems more important to these shoppers.
- Older groups are more resolute about purity characteristics. For each purity factor listed, the share saying it is highly important on labels increases significantly with age. Similarly, increasing age predicts higher agreement that listed ingredients should be ones shoppers use at home. Those 50 and older are most adamant about purity: they are at least 10 points more likely to be concerned about contaminated ingredients, pesticides, growth hormones, and antibiotics, are more concerned about unrecognizable ingredients and have stronger views on what characteristics make a food seem processed. Female shoppers are also more adamant about purity.
1. Introduction and Methodology
2. Executive Summary
3. Detailed Information
- Top 10 Food Concerns
- Freshness & Natural Labeling
- Clean Labels
- Ingredient Recognition
- Simple Ingredient Lists
- Genetically Modified Foods
- Avoiding Additives & Artificial Ingredients
- Natural & Organic
- Responsible Food Choices
- Eco-Friendly Brand Choices
- Environmentally Friendly Purchasing
- Cost of Environmental Choice
- Point of Origin
- Locally Grown