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
- Ingredient purity is highly important. A high majority want to see only familiar ingredients on labels, and most think labeling—indicating a product is free from undesirable ingredients is crucial. Labeling with only familiar ingredients would aid the more than three-quarters who try to avoid artificial ingredients, additives, and preservatives, and most shoppers say it is important that labels indicate the absence of these ingredients (preservatives and artificial colors, flavors, and sweeteners). Also, most shoppers are highly concerned about all four of these ingredients in the food supply. Finally, in addition to a long shelf life, preservatives, artificial colors, and artificial flavors greatly contribute to a product seeming more processed to at least 4 in 10 shoppers.
- Natural and organic foods are common for these shoppers. Net use of each category comprises nearly all shoppers, and roughly 9 in 10 say that natural ingredients and organic ingredients are important brand influences. More than half have increased their use of natural foods in the past two years, and more than a third have increased their intake of organic foods. Nearly two-thirds consistently buy products because they have organic ingredients, and as seen in a previous section, organic fruits and vegetables are 2 of the top 10 most-used foods.
- These preferences reflect their high concern about manufacturing and production practices. Along with concerns about ingredients, most respondents are extremely or very worried about pesticides, antibiotics in animal products and dairy, growth hormones, GMOs, and irradiation.
- Shoppers with children are more dedicated to purity. They are more apt to seek out foods with fewer ingredients, familiar ingredients, and free-from labels, and buy more often for organic ingredients.
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