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
- Indonesian shoppers worry about purity over nutrition. Pesticides, contamination, irradiation, and ingredients cause concern. They avoid foods and beverages with artificial ingredients and choose products because they do not contain additives or preservatives.
- Purity label statements are important. A “no preservatives” statement is most important, followed by fresh, natural, no artificial ingredients, and grown without pesticides. Free-from labels generate more interest than in prior survey years.
- Ingredient lists should be recognizable and short—particularly for respondents in households with children.
- Opinions about GMOs are mixed. Awareness is modest and respondents are divided regarding whether GMOs are worse than or neutral, to better than non-GMOs for safety, health, and environmental friendliness. Half of shoppers say that they match for taste. While Indonesian shoppers strongly agree that foods with genetically modified ingredients should be labeled, they say GMOs are not all bad and are necessary for the global food supply.
- Convenience necessitates processing. Parents recognize the convenience of processed foods but are more likely to say processed foods with preservatives, artificial colors and flavors, and a long shelf life are not healthy.
- Natural and organic influence brand choice. Increased use of natural and organic foods continues to rise, with Indonesian shoppers most equating organic with free from chemicals, residues, pesticides and herbicides.
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