Consumers want 'clean' yoghurt, and they're willing to pay for it

Consumers desire dairy products, such as yoghurt, prepared with simple and familiar ingredients and would consider paying extra for these attributes. That is the finding of a survey, completed by more than 6200 consumers in US, China, Brazil, Turkey, France and Poland.

The survey, conducted by DSM Food Specialties, reveals that today’s consumers place great importance on the natural and authentic qualities of food as they look to balance taste with an ingredient list free from artificial additives and preservatives.

The survey shows this aspiration is a top motivating factor for increasing yoghurt consumption - one out of three consumers say a clean label would be a reason to eat more yoghurt. Half of the consumers also revealed they would be willing to pay at least 10% more for yoghurt free from artificial colours, flavours or preservatives.

Consumer preference for naturally prepared products is also reflected in the finding that more than half of those surveyed perceive organic yoghurt to be ‘better’ than regular yoghurt, led by Turkish (85%) and Chinese (77%) consumers. Also, one in three consumers believe lactose-free yoghurt is healthier than regular yoghurt, increasingly positioning lactose-free dairy into the mainstream.