Ingredients manufacturer National Starch Food Innovation has released the results of its research into consumer purchasing behaviour in France, Germany, Italy, Spain, the Netherlands and UK. Conducted by MMR research, the study asked over 1,500 participants a number of questions relating to on-pack messaging and claims. The results demonstrate that the demand for clean label, minimally processed food and beverage products is continuing to grow in these key territories and that European consumers are paying more and more attention to what is in their products and how this is communicated on-pack. 75% of European consumers, for example, rate ingredient lists as important, with 69% of participants usually or always reading front-of-pack messaging when making a purchasing decision.
In the UK a ‘natural/all natural’ claim makes 60% of consumers consider switching from their usual brand, and 77% of British consumers consider a short, simple ingredient list as quite or very important when making purchasing decisions. Meanwhile, 86% of Dutch consumersusually or always read the label on the front of the pack, along with 83% of Spanish and 73% of French respondents.”
“Already a well-established trend in the UK, where clean label is seen as a qualifier, the market for clean label products continues to flourish and expand into many other territories throughout Europe,” comments Cathrin Kurz, European marketing manager, Wholesome, National Starch Food Innovation.
The results build on previous research carried out by National Starch Food Innovation. For a regular update on the latest clean label developments visit www.cleanlabelinsights.com