Global life sciences company DSM has published results of a consumer survey revealing that urban consumers buying pre-prepared foods are seeking fresh, natural flavours and dishes that taste as though they could be home cooked. The survey results from 5,000 urban consumers in countries as diverse as the US, Brazil, China, Poland and Nigeria are included in the second of a series of global insight reports published by DSM to explore peoples perceptions of savoury tastes.

Revealing urban consumers taste preferences, attitudes and behaviours, the survey data shows that more than half (55%) believe a fresh or natural flavour is what makes the food they buy taste delicious. This was felt most strongly by urban consumers living in China (72%). Closely following was taste as if it were made at home, with respondents in Brazil saying this was the most important driver for delicious food (67%). These cravings for fresh-tasting, natural or homemade tastes present something of a challenge for food producers in the face of consumer behaviour, as nearly two-thirds (64%) of urban consumers report they are using the same or more processed food at home than they were three years ago.

Furthermore, the survey demonstrates how discerning consumers are when it comes to choosing foods. They will actively seek out food that meets their taste and health requirements, with nearly half of those who check labels before buying foods globally, and 76% in China habitually checking labels for additives. Those who check labels are more likely to believe that a fresh and natural flavour is what makes food delicious when compared to those who dont check labels (60% versus 44%).

Commenting on the data, Coen van Oorschot, business line manager process flavours from DSM Food Specialties says, "Delivering natural and authentic-tasting food consistently and affordably is only the starting point of differentiation; it is one of the key challenges faced by the industry today. We firmly believe that food ingredient innovation will enable the development of products that combine homemade-tasting food with understandable labels and convenience, giving us the best of both worlds."