Global survey reveals commonalities

A CONSUMER survey conducted worldwide by market research institute TNS for coloring food provider GNT sought opinion on natural food, how consumers perceive specific ingredients and how they evaluate labels and claims.

Some 5,000 consumers between the ages of 18 and 70 in Brazil, China, France, Germany, Indonesia, Poland, Spain, Thailand, the UK and the US were surveyed on their attitudes toward packaged and processed food, which is an inherent part of modern life.

When asked about the role of food in their life, 66% of Europeans, Asians, Americans and Brazilians state that they attach great importance to a healthy and natural choice of food products. This is one of the key results of the worldwide consumer survey.

At Food Vision conference in Cannes, France in March this year, TNS presented the results of their study, unveiling global similarities as well as important regional differences. The results give most comprehensive insights not only into general eating and shopping habits but also into consumers’ attitude towards specific product characteristics as well as their relevance for the purchasing decision and price acceptance. Based on the ongoing discussion of the clean label trend, GNT and TNS have explored in detail what consumers understand by natural food products, how they perceive specific ingredients – especially those with coloring properties – and how they evaluate labels and food claims. As part of the study, four product categories have received special attention: soft drinks, sweets, yoghurt and ice cream.

“Consumers all around the world are increasingly conscious of the use of certain food additives. Whether it is about colors, flavors or preservatives – the call for natural alternatives is getting louder and wider. With our global consumer study, we want to unveil the true scope of this trend and help food manufacturers understand the demands of today’s consumers in detail,” said Paul Collins, Managing Director of GNT UK. “Combining the study’s comprehensive findings with our unique and longstanding experience in the field of natural color solutions, we can support our clients with all the knowhow that is necessary for them to benefit from the changing demands of consumers worldwide.”

Other countries, other priorities: first results on global dietary preferences

A first impression of these needs can be gained by examining consumers’ general eating habits. According to the study, a key demand of consumers in all surveyed countries is one for healthy and natural food products. Nevertheless, the wish for naturalness is not equally pronounced among all respondents and has to be reconciled with different lifestyles and expectations.

In Asia and South America, there is a striking awareness for healthy nutrition. More than 70% of all consumers in the surveyed countries in those regions are concerned with natural food and ingredients. But a well-balanced diet is often compromised due to a lack of time or information to investigate food and its ingredients thoroughly.

In Europe and the US, there is also a clear demand for natural food, which, however, shows a slightly different face than in Asia and South America. Many consumers are not just principally concerned with a healthy diet but also able and willing to invest a considerable amount of time and money into their nutrition. Between 20% and 35% of the population in France, Germany, Poland, Spain, UK and the US explicitly look for natural ingredients in the products they buy.

“Considering the joint significance of all consumer groups that are concerned with their diet, our study clearly demonstrates that times are over when consumers purchase and consume food products without due regard to what they contain and how they are produced. There is a major and global interest in healthy and natural food and ingredients – it just takes different forms around the world, but nevertheless is converging to a common understanding”, said Mr Collins. “Food manufacturers have to follow suit and enable consumers to easily find healthy products that satisfy their needs. As pioneers in the field of using fruit and vegetable to deliver color, we are glad to share our insights with our customers to help them develop colorful and exciting food and beverages that meet today’s consumer demands and are future proof.”