What consumers want

Wednesday, 30 May, 2018

What consumers want

If you are formulating or reformulating products you may find these survey results showing want consumers want in and from their foods and beverages useful.

The International Food Information Council (IFIC) Foundation has released its 13th Annual Food and Health Survey and 36% of respondents admitted to following a diet regime. The most popular diet was intermittent fasting (10%) followed by paleo (7%), low-carb (5%), whole30 (5%), high-protein (4%) and ketogenic/high-fat (3%). Those under 35 were the most likely to adhere to a specific diet.

What is thought to be the cause of weight gain?

  • Sugars (33%)
  • Carbohydrates (25%)
  • Fats (16%)
  • Protein (3%)
  • ‘All sources’ (17%)

Most desired health benefits

  • Cardiovascular health (20%)
  • Weight loss or weight management (18%)
  • Energy (13%)

What foods will contribute to the desired outcome?

  • Have no idea (62%)
  • Protein (10%)
  • Vegetables (7%)
  • Vitamins and minerals (5%)
  • Fruits (4%)

Organic, natural and sustainability are desirable

  • Sustainability is important (59%) — of these
    • Pesticide reduction wanted (33%)
    • Food supply should be affordable (16%)
  • Choose products labelled natural (37%)
  • Choose products labelled organic (29%)

Key drivers behind purchases

  • Taste (81% )
  • Familiarity (65%)
  • Price (64%)
  • Healthfulness (61%)
  • Convenience (54%)
  • Sustainability (39%)

Nothing artificial

  • Willing to pay up to 10% more for products without any artificial ingredients (62%)
  • Willing to pay up to 50% more for products without any artificial ingredients (42%)
  • Willing to pay up to 100% more for products without any artificial ingredients (22%)

Determining healthfulness

  • Shorter ingredient list is healthier (33%)
  • Longer ingredient list is healthier (15%)
  • Non-GMO printed on label means product is healthier (40%)
  • Fresh is healthier than frozen (41%)

Trust in dietitians

  • Aged over 65 — 76%
  • Aged under 35 — 65%

So there you have it — confusing as it is. 59% think sustainability is important but this becomes a low-placed sixth as a driver to purchase. Consumers want healthful, nutritious products but not at the expense of taste.

The complete survey results can be seen here.

Image credit: ©stock.adobe.com/au/freshidea

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