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
- Italian shoppers are more concerned about purity than ingredients. They worry about pesticides, contamination, and unwanted compounds in animal and dairy, and name “grown without pesticides” as the most important claim. Fresh and natural are important claims also.
- Interest is high for clean products and those with recognizable ingredients. On the label, recognizable ingredients and free-from statements generate more interest than a shorter ingredient list.
- Italian shoppers know GMOs. They are highly aware of GMOs and consider them worse than non-GMOs for health, safety, and the environment. Italian shoppers strongly support labeling of foods with genetically modified ingredients.
- Use of natural and organic continues to rise. Natural ingredients can influence brand trial, while Italian shoppers continue to use more natural foods and avoid foods without artificial ingredients, additives, and preservatives. Organic foods—those with no pesticides/herbicides and considered to be safer than non-organics—also rose. A growing number of Italian shoppers choose products made with organic ingredients. Italian shoppers say that processed foods are not healthy and are trying to decrease their use.
- Purity not a priority for the youngest shoppers. Respondents in their 20s lag behind others in level of concern, perceived importance of label statements, and interest in recognizable ingredients or free-from labels. Those in their 20s are less apt to say that GMOs are not good for people or select products with “natural” and “without artificial ingredients and additives.”
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