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
- Shoppers express significant concern about issues ranging from cost, to less-nutritious ingredients, to production and manufacturing methods. Processing concerns include contamination from packaging, contaminated ingredients, pesticides, irradiation, and antibiotics. Meanwhile, top ingredient concerns include sugar, preservatives, food colorings, and saturated fat. These concerns are reflected in their significant belief in labeling for fresh, natural, and organic, as well as for the absence of numerous, less-desirable ingredients.
- Ingredient purity is important. Most respondents want labeling to list only recognizable ingredients and to have fewer ingredients on the label. These preferences are reflected in the 7 in 10 who consistently avoid artificial ingredients and the half who consistently choose foods and drinks without additives and preservatives. In fact, a majority say it is extremely or very important that labeling indicates a product is free from preservatives, artificial ingredients, and pesticides. Yet, while nearly two thirds feel that the processed foods that might contain these ingredients are not healthful, nearly three quarters say they provide a necessary convenience. Likewise, most have maintained rather than decreased their use of processed foods over the past two years.
- Nigerian shoppers are more accepting of GMOs than are shoppers from many other countries. Most say genetic modification is necessary to protect the global food supply. The greatest share is unsure about the safety, taste, and environmental impact of GMOs, yet more say GMOs taste better and are better for the environment than say they are worse than non-GMOs in these ways. Despite GMO acceptance, shoppers who are aware of them adamantly believe that all products containing GMOs should be labeled. Similarly, most say organic ingredients are an important brand influence, though natural ingredients sway even more shoppers.
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