More people than ever check labels before buying, according to consumer research. Sixty-four percent of Americans and 53 percent of Europeans look at the labels before committing to a purchase, according to research firm GNT Group. Fooddive.com noted the research.
Five years ago, a similar study reported in the Journal of the American Dietetic Association, reported that 51.6 percent of people had their eyes on the labels.
"The study’s results clearly show that natural ingredients become more important all around the globe,” GNT Group Managing Director Hendrik Hoeck told fooddive.com.
“Many manufacturers already comply with consumers' wishes by, for example, using coloring foods exclusively made from natural raw materials and clearly indicating that on the label," he said. "This development will continue to gather momentum in the upcoming years.”
You can already see that momentum on the shelves, where everything from Kraft’s iconic blue box Kraft Dinner mac ‘n cheese to Lucky Charms will soon be made without artificial ingredients.
According to the new study, consumers look for easy-to-understand ingredient information, no artificial additives, free from preservatives, and no artificial colors.