Consumers have positive perceptions of malt

21 January, 2010

The majority of consumers view malt as a healthy ingredient, which improves the flavour of food, according to new research commissioned by Muntons.

The survey, carried out by Cognet Research, involved 100 face-to-face interviews with consumers*, of which nearly two thirds (64%) said they felt the addition of malt increased the nutritional value of food.

Seventy-five per cent said they believed its addition made products “more tasty”. The findings also highlighted consumers’ feelings that products containing malt were not necessarily easy to come by, with 64% stating the inclusion of malt should be promoted more on packaging.

“These survey findings are interesting, encouraging but not altogether surprising,” commented Andrew Fuller, product development technologist at malt manufacturer and supplier Muntons.

“They demonstrate that consumers, in the main, have very positive perceptions of malt as an ingredient that enhances both the flavour and nutritional value of an array of foods.”

* To qualify for interview, all respondents must have heard of malt.


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