Consumers continue to see health and wellness as an important issue, according to new research by Tate & Lyle. The findings also revealed that consumers will pay more for foods that display health benefits on their labels.
The research, conducted in July this year, forms part of Tate & Lyle’s ongoing research into European consumers’ attitudes towards labelling, ingredients and shopping habits.
A total of 1,565 consumers were surveyed across five countries: Germany, France, the UK, Spain and Italy. An increasing awareness of and sophistication in attitudes to diet and perceptions of food labelling were evident from the research. Fifty-three per cent of consumers often check nutritional information on-pack and 57% check the ingredients list.
Looking at what’s important to consumers at least half of the respondents see less fat and sugar as important issues. Interestingly, around 80% said they would be prepared to pay more for products that boasted specific claims such as ’improving cardiovascular health’ and ’helps to control cholesterol’. A fifth of the people asked also said they would be prepared to compromise on taste if the product was healthy.
In addition, the survey found that consumers specifically young people feel their diet is lacking in fibre.