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
- Residues in foods worry German shoppers. German shoppers are most concerned about residues in foods— whether antibiotics, growth hormones, pesticides, or contaminants. Increasingly, they want labels stating that a food was grown without pesticides.
- Just say no to GMO. German shoppers are highly aware of GMOs and look for GMO-free on the label. They consider GMOs to be less safe, healthful, or good for the environment. Few find value in GMOs.
- Oldest shoppers and women are standard bearers for purity. They are more concerned about all issues, care most about statements on the food label, and want recognizable and non-artificial ingredients. These two shopper groups hold highly negative feelings about GMOs and strongly support labeling.
- Fresh, natural, and organic resonate with German shoppers. Fresh, natural, certified organic, and related product features are important in the product and on the label. Shoppers want fewer and recognizable ingredients, avoiding foods with artificial ingredients. Organic—defined as non-GMO, grown without pesticides/herbicides, and chemical/residue free— influences brand switching. The percentage of shoppers choosing products with organic ingredients is up significantly.
- Processed foods lose favor and a sizable percentage of German shoppers are decreasing usage. Still, some say that processed foods are necessary for convenience.
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