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
- Top food concerns are split between ingredients and growth and processing issues. Top food production concerns include antibiotics, growth hormones, pesticides, irradiation, contamination, and GMOs. For ingredient concerns, shoppers are most worried about sugar, sodium, preservatives, and artificial flavors. Their concern for several of these is supported by the labeling issues they find most important—including for pesticides, organic and GMO free, preservatives, and artificial flavors. Yet “fresh” and “natural” are even more important on labeling, and other most-important labeling includes “no artificial colors” or “sweeteners.”
- Yet, many Saudi shoppers are unfamiliar with GMOs, and those who are aware are receptive. Roughly half are aware of GMOs, and the largest share of these feel that GMOs are the same as non-GMO foods in safety, taste, health, and environmental impact. Most shoppers aware of GMOs feel genetic modification is necessary for the global food supply and are not adamant about labeling for GMOs, while just over a third say that GMOs are not healthful.
- There may be some confusion about GMOs and organic. Despite their openness to GMOs, nearly half say organic ingredients are a highly important brand influence. A third reports habitually choosing foods and drinks for their organic content, while another third sometimes does. Yet, most do not feel confident about what it means to be organic. They are most sure that “organic” means a fresher product that is free of chemicals.
- Natural ingredients are far more important to Saudi than organic ingredients. Seven in 10 say natural is highly important when considering a new product, and the same share say they intentionally avoid artificial ingredients. This repeats in their high interest in seeing only common, recognizable ingredients on packaging, which is more important to them than having fewer 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