Consumers all around the world pay closer attention to what they eat and how they choose their food products. This becomes apparent in the supermarket setting: 64% of Americans take a critical look at the product before placing it in their shopping cart, evaluating both the front and back of the package. These are some of the findings of a recent consumer study which has been commissioned by the GNT Group, a global provider of fruit and vegetable juices for color. For the study, the market research institute TNS interviewed more than 5,000 consumers from ten countries in Asia, America, and Europe on their shopping and eating habits.
The study concludes: consumers scan the label for certain ingredients they personally avoid. In the course of this process, consumers pay special attention to coloring ingredients. For nearly two thirds (60%) of consumers worldwide, the absence of artificial colorants is of major importance to their purchasing decision.
Dr. Hendrik Hoeck, Managing Director of GNT Group, says:
“The study’s results clearly show that natural ingredients determine the choice of food products. Many manufacturers already comply with consumers’ wishes by, for example, using color solutions exclusively made from fruit and vegetable sources and clearly indicating that on the label. This development will continue to gather momentum in the upcoming years”