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
- Respondents in Thailand are consistently most concerned about pesticide use in their food at a fairly steady 56%, but more than 40% also cite concern about issues like food contamination, preservatives, contamination from packaging and irradiation. The youngest cohort of shoppers tends to report higher levels of worry about these issues across the board. Overall, these food concerns tend to dominate shopper ratings of product attributes on labels, with shares of at least 60% citing importance for parallel issues like preservative use, freshness, pesticide use and natural and artificial ingredients. Interest in cleaner products is, not surprisingly, steady to rising. Almost 80% now note a preference for products that contain ingredients these respondents recognize and use at home, and 40% now report that they regularly choose foods and beverages with fewer and simple ingredients on the label.
- Although GMOs have growing awareness here at 70%, Thai shoppers’ attitudes about these ingredients are becoming more mixed, with a declining share now calling them less safe to eat. Although their perception is still negative for a majority, except with regard to taste, respondents here also express conflicting opinions about GMOs. Fewer now saying they should be labeled as such, but declining numbers also say they are necessary and a rising share of 52% call GMO products unhealthy. Respondents age 40-49 seem to be most averse to GMOs—calling them less safe to eat, less healthy and worse for the environment at the highest rates.
- Thai respondents express an increasingly negative perception about artificial ingredients, with 62% now saying they intentionally avoid products with these ingredients, and a steady 52% noting that they typically look for products without additives and preservatives. That said, respondents here do tend to be practical about processed foods, as 67% call them necessary for convenience, while 40% also recognize that they aren’t especially healthy. Preservatives are still most connected with processed foods, but shares of more than one-third also feel that products with a long shelf life and artificial ingredients have a high perception of being processed.
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