Dive Brief:
- A poll of 1,517 consumers in the U.K. found 62% would more likely purchase from a food brand if it removed all artificial ingredients. Also, 64% would see a brand that took out all artificial ingredients more positively.
- Health concerns appear as the main reason for wanting products without artificial ingredients, with 76% of those surveyed agreeing food products with artificial ingredients are not as healthy than natural ones. In addition, 65% of consumers said they would purchase items with decreased shelf life and taste after taking out artificial ingredients.
- The poll also found that only 25% of consumers trust large, established companies to make a sans-artificial ingredients product, compared to 75% who trust a small independent company.
Dive Insight:
This study jives with another recent study that found 64% of Americans and 53% of Europeans read food and beverage labels. The information that interests them most is easy-to-understand ingredient information, with no artificial additives or colors or preservatives.
Consumer attitudes about artificial ingredients are affecting company decisions. Nestle, Kraft, and General Mills are among the companies that have stated they will remove artificial ingredients from products.