Research released today by Tate &Lyle shows that consumers continue to see health and wellness as an important issue and will pay more for foods that display health benefits on their labels.
The findings are part of Tate &Lyle’s ongoing research into European consumer’s attitudes towards labelling, ingredients and shopping habits.
The survey, conducted in July 2009, polled 1,565 people in five countries: Germany, France, UK, Spain and Italy. The results show an increasing awareness and sophistication amongst participants in their attitudes towards their diet and their perceptions of food labelling.
Healthy eating – Which claims interest consumers?
Tate &Lyle’s research revealed that across Europe, 53% of consumers often check nutritional information on-pack, and 57% check the ingredient list at the back of a packaging, confirming their interest in labelling to determine if a product is healthy.
The research also reveals at least half of consumers see less fat and sugar as important benefits. Additionally, around 80% of respondents noted that they would be prepared to spend more on specific claims which have so far been less common in some countries, such as ‘improving cardiovascular health’ and ‘helps to control cholesterol’, suggesting an opportunity for manufacturers.
Other findings of the survey include:
- Consumers continue to expect high-quality products and pleasant mouthfeel, with only 20% prepared to compromise on taste if the product is healthy.
- Feel that their diet is lacking in fibre, specifically in the case of young people
- Are attracted to recognised and consumer friendly ingredients for specific health benefits: three out of four consumers claiming fructose as their favourite sweetener;and ‘polydextrose (fibre)’ among the most appealing fibre (61%).
Anne Barry, Marketing Officer of Tate &Lyle Food and Industrial Ingredients, Europe said: “Understanding that consumers still view health and wellness as extremely important, and look to on-pack labelling for guidance, will enable our customers to respond to these consumers preferences.”
Tate &Lyle will be exhibiting at FIE in Frankfurt between 17th and 19th of November 2009 and will present further details of the research at the exhibition.
