The GNT Group, leading global provider of EXBERRY®

Colouring Foods, commissioned the market research institute TNS to conduct a unique global survey examining the attitudes and behaviour of consumers towards the foods they purchase and consume.

The results provide answers to the most important questions for successful product development and communication strategies:

• In which product categories is natural a key driver and what does it stand for?

• What do consumers seek to avoid and why?

• How do country and regional differences come into play?

• Which front of pack claims have the potential to enhance brand preference?

• How can a product be differentiated to enhance shelf appeal?

The answers to these questions are essential for the development of successful and future-proof products in a busy consumer environment.

GROWING COLOURS

The Power of Positive Communication

of consumers are looking for easy to understand information

…place emphasis on a well-balanced diet

…buy packaged food that contains only natural ingredients

64% 75% 53% 84%

66%

67% 23.1%

60%

77% 79%

% of consumers that …take a critical look at the label of foods and beverages before purchasing

175 consumers

5175 consumers

A combination of qualitative (thoughts and opinions) and quantitative (statistical analysis) approaches were combined to provide an accurate perception of the market.

Methodology‘Natural’ is a frequently used term or product attribute, but what are the underlying issues associated with this and how can products be positioned to fit with what this stands for from a consumers perspective?

GROWING COLOURS

The global trend towards natural and healthy foods and beverages poses a constant challenge to the food industry.

To help manufacturers better understand purchasing decisions, GNT and TNS have explored how consumers worldwide perceive and evaluate product characteristics through their assessment of labels and food claims.

Four product categories were explored in further detail including soft drinks, sweets, yoghurt and ice cream by carrying out a research technique called conjoint analysis, simulating a typical supermarket shelf scenario. GNT’s conjoint analysis measures how consumers value

Categories explored

Not all consumers are the same...TNS insights reveal consumers have very different needs with varying levels of food education and understanding when it comes to ingredients:

• Conscious health seekers – concerned about healthy food and very conscious shoppers, aware of what they put in their trolley. A well balanced diet is important for them and they try to avoid products with additives.

• Caring parent / role model – conscious about healthy food and ingredients. More often they are very careful about what to eat because of their responsibility as a role model.

• Busy health seekers – Hectic life with no regular eating moments, food has to be easy and convenient but also healthy and they try to avoid products with additives.

• Budget & basics – don’t worry so much about food, are conscious with their money, would like to cook but not too complicated.

• Convenience seeker – less worried about healthy food. Food must be quick and accessible.

Find out more about consumer segments and how to tailor product development to fit the needs of different consumers by contacting GNT UK info@gnt-group.com +44 (0)845 45664 60

Comprehensive global consumer study using a state-of the-art two-step method to consult 5,175 consumers about their attitudes towards packaged and processed food.

different elements of a product, testing a range of price levels, brands and claims in combination. This approach assesses consumer preference when it comes to communicating colour on pack and how this can impact on brand preference.

GROWING COLOURS

75% of consumers believe natural food should have no additives

Although consumers place great importance on the ‘inner value’ of a product, when shopping they spend on average less than six seconds studying the package. This means shoppers do not evaluate every food component individually but rather search for specific ingredients they consider ‘unnatural’ or ‘unhealthy’. Consequently, the wish to avoid artificial additives has

the highest priority. 77% of consumers regard no artificial flavours and sweeteners as preferable. 79% of consumers state that natural products should be free from artificial colours and preservatives.

Other factors responsible for the purchase decision are product category dependant:

• ‘No preservatives’ and ‘no artificial additives’ are the most important criteria when buying sweets, ice cream and yoghurt.

On a global basis, it is interesting to note that consumers perceive products with natural claims to be suspicious. This clearly demonstrates a need to build trust and communicate a positive message.

…place emphasis on a well-balanced diet

…buy packaged food that contains only natural ingredients

64% 75% 53% 84%

66%

67% 23.1%

60%

77% 79%

% of consumers that …take a critical look at the label of foods and beverages before purchasing

…place emphasis on a well-balanced diet

…buy packaged food that contains only natural ingredients

64% 75% 53% 84%

66%

67% 23.1%

60%

77% 79%

% of consumers that …take a critical look at the label of foods and beverages before purchasing

…place emphasis on a well-balanced diet

…buy packaged food that contains only natural ingredients

64% 75% 53% 84%

66%

67% 23.1%

60%

77% 79%

% of consumers that …take a critical look at the label of foods and beverages before purchasing

Key Findings for Future Proof Solutions

In order to make an informed purchasing decision, consumers are dependent on easy to understand product information. 67% rank easy to understand ingredient labels as one of the most important buying criterion.

The demand for natural products is a global trend, however it expresses itself differently in the various regions:

• In Asia and South America, two thirds of consumers are health conscious but lack time to investigate their food thoroughly. By using mental shortcuts, they try to avoid foods with additives such as colours.

• In Europe, many consumers are not just principally concerned with healthy nutrition but also invest a considerable amount of time and money to select what they perceive to be the right products for themselves and their families.

Desire for Natural Unites Consumers Around the Globe

Using Positive Front of Pack Communication to Uplift Brand Preference The use of negative claims, such as ‘free from’ has been widely adopted throughout the industry. Today’s consumers are smart, and as their knowledge develops it is increasingly important to inform what is in the product rather than use claims about what is not. A move to positive communication is essential to gain consumer trust.

Increasingly manufacturers emphasise the naturalness of their products by using negative front-of-pack claims, yet 45% of consumers don‘t believe brands that claim to be natural.

Therefore manufacturers priority should be to build the trust of their consumers using positive front of pack messaging.

GROWING COLOURS

‘Coloured with Fruit and Vegetables’ was perceived as credible in the use of natural colour solutions such as Colouring Foods. Consumers associated characteristics such as ‘is natural’, ‘is safe’ or ‘is 100% naturally produced’ with this claim.

The ‘Coloured with Fruit and Vegetables’ claim has the potential to uplift brand preference by up to 23.1% depending on category and brand.

‘Coloured with Fruit and Vegetables’ has a significant potential. Clear front of pack communication provides a meaningful differentiator.

Supporting Manufacturers for Long-term SuccessAs consumers become more discerning and the need to scrutinise packaging becomes more prominent in the food and beverage industry; it becomes vital for manufacturers to select desirable ingredients and to position their products as trustworthy and credible. Based on our in-depth consumer insight, GNT supports its customers globally to develop colourful food and beverages that have enhanced consumer appeal with long-term success in mind.

…place emphasis on a well-balanced diet

…buy packaged food that contains only natural ingredients

64% 75% 53% 84%

66%

67% 23.1%

60%

77% 79%

% of consumers that …take a critical look at the label of foods and beverages before purchasing

The Opportunity: Colouring with Fruit & Vegetables

Positive Communication

+

Clear / Easy to Understand

=

Uplift in Brand Preferenceand Build Trust

To find out more, book a workshop or enquire about EXBERRY® call +44 (0)845 45664 60 or email info@gnt-group.com

Tailored segmentation example: Busy health seeker

Tailored segmentation example: Caring parent