In a survey of 1,000 adults in the UK and USA, 50 percent of respondents said they are more likely to buy a product if its contents are clear and they recognise all of the ingredients listed on the label. However, signalling that consumers’ needs are not being met, only 19 percent of respondents said they consistently recognise all of the ingredients on a pack.

By way of demonstrating the risks of using ambiguous terms and labels, more than one third of respondents (36 percent) admitted they are less likely to buy a product made with an ingredient they do not recognise. Conversely, 44 percent said they are happy to pay a higher price for a product when they recognise all of the ingredients it contains.

The results of the survey, which was commissioned by PR and communications company, Ingredient Communications, and conducted in September 2020, indicates that a large number of consumers consider clear labelling to be a priority. However, it also brings to questions how successful the industry is at catering to such preferences.

Clean label ingredients should be used

Richard Clarke, Managing Director of Ingredient Communications, said: “Ingredients companies have taken big steps forward to optimise their portfolios to include clean label ingredients that can be declared on-pack in clear language that most consumers will recognise. Manufacturers of finished products should consider formulating – or reformulating – their products to include these ingredients, or they risk being left behind.”

Most respondents to the survey also expressed a preference for natural ingredients and an aversion to artificial additives. As many as 81 percent of consumers said they consider the label claim ‘made with natural ingredients’ to be ‘very appealing’ or ‘quite appealing’. In addition, 78 percent said they consider the label claim ‘free from artificial ingredients’ to be similarly appealing.