Ingredients lists still aren’t clear enough, survey finds


Only 19% of respondents said they always recognise all the ingredients on a pack.

Many food and beverage products do not offer the clear labelling that consumers want, according to a new research.

In a survey of 1,000 adults in the UK and US, commissioned by Ingredient Communications and conducted by SurveyGoo, 50% of people said they are more likely to buy a product if they can recognise all the ingredients listed on the label. However, in a sign that their needs are not being met, only 19% of respondents said they always recognise all of the ingredients on the pack.

Demonstrating the risks of this, 36% admitted they are less likely to buy a product made with an ingredient they do not recognise. Conversely, 44% indicated they are willing to pay a higher price for a product when they recognise all of the ingredients it contains.

The findings of the survey indicate that a large number of consumers consider clear labelling to be a priority but also raise questions about how successfully the industry is catering to their preferences.

Richard Clarke, managing director of Ingredient Communications, said: “Ingredient 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% of consumers said they consider the label claim ‘made with natural ingredients’ to be appealing. A similar number said they consider the label claim ‘free from artificial ingredients’ to be appealing.