Opportunities and Challenges for Processed Foods & Beverages: Understanding Shopper Attitudes Around the World

Opportunities and Challenges for Processed Foods & Beverages: Understanding Shopper Attitudes Around the World

This 2018 report from HealthFocus International takes a deeper look at shoppers’ attitudes & actions related to processed foods & beverages, additives and preservatives—globally, regionally and across 22 individual countries—to help companies better understand shopper motivations and opinions, allowing them to connect more powerfully with their targets and bring market solutions faster and more profitably. Some of the many topics addressed within the report include:



Processed Foods and Beverages — Barriers vs. Benefits



What are the positive attributes (e.g., shelf life, convenience, safety, fortification, etc.)?



What are the negative attributes (e.g., less healthy, ingredients they don’t want, etc.)?



Which markets are most concerned about processed foods?



Is this a growing trend? How many shoppers have decreased their use of processed foods?



Are shoppers willing to pay a premium for less processed foods or beverages?



Avoiding Food & Beverage Additives



Does using no additives make foods & beverages seem a lot healthier?



Brand influence: no additives, recognizable ingredients, fewer ingredients on the label, no artificial sweeteners, and no artificial colors or flavors



How many shoppers are actively avoiding artificial ingredients?



Which markets are most focused on simple & recognizable ingredients?



Attitudes & Actions Towards Preservatives



How concerned are shoppers about food preservatives?



Are they actively avoiding them? Is this a growing trend?



Are shoppers willing to pay a premium for no preservatives?



Labeling importance & brand influence


Introduction and Methodology
Answers to Key Questions & Summary Findings
Processed Foods and Beverages — Barriers vs. Benefits
Avoiding Food & Beverage Additives
Attitudes & Actions Towards Preservatives
Global Demographic Overview
Sizing the Markets — A View of the Target Shoppers
Appendix – Individual Country Snapshots
TOPICS COVERED:
Processed Foods and Beverages — Barriers vs. Benefits
How concerned are shoppers about processed foods? Which markets are most concerned?
Has avoiding processed foods/beverages become more important in their diet over the past year? Globally, how does this trend compare to other key dietary changes like sugar reduction, clean eating, adding protein, plant-based eating, etc.?
How many shoppers have decreased their use of processed foods over the last two years?
Are shoppers willing to pay up to 10% more for foods or beverages that are less processed?
Brand influence: How important is “minimally processed” in influencing shoppers to try a different brand food or beverage?
Brand influence for children: How important is “minimally processed” in getting parents to purchase products for their children?
Negative associations: Which of the following do shoppers feel apply to processed foods/beverages?
Less healthy
Contains ingredients I don't want
May be contaminated through processing facilities and storage
Changes the food/beverage to something less real
Less clean
Positive associations: Which of the following do shoppers feel apply to processed foods/beverages?
Has a longer shelf life
Are more convenient
Helps preserve some nutrients
Can make a food/beverage healthier (e.g., removing fat or sugar)
Can make a food/beverage safer
Can make a food/beverage better through fortification
Can make a food/beverage better by activating nutrients (e.g., fermentation)
Avoiding Food & Beverage Additives
Brand influence: How important is “no additives” in influencing shoppers to try a different brand food or beverage?
Do shoppers think that using no additives makes foods and beverages seem a lot healthier?
Simple & recognizable ingredients:
Do shoppers think recognizable ingredients makes foods and beverages seem a lot healthier?
Attitudes:
Do they think it is important on a food ingredient label that most of the ingredients are things they recognize and would use at home?
Do they believe a food or beverage is more natural if there are fewer ingredients on the label?
Actions:
How many shoppers are actively choosing foods/beverages because they contain only ingredients that they recognize?
How many shoppers are actively looking for products that have fewer ingredients on the ingredient list?
Brand influence: How important are the following factors in influencing shoppers to try a different brand food or beverage?
Recognizable ingredients
Has fewer ingredients on the label
Brand influence for children: How important are the following factors in getting parents to purchase products for their children?
Recognizable ingredients
Has fewer ingredients on the label
Which additives are most concerning to shoppers? How concerned are they about the following?
Food preservatives
Food colorings
Artificial sweeteners
Artificial flavors
Sugar
Sodium
Low-calorie sweeteners
Trans fats
Saturated fats
Hydrogenated oils
Gluten
Avoiding artificial
Are shoppers intentionally avoiding foods/beverages with artificial ingredients?
How often are they selecting foods/beverages because they contain no artificial ingredients?
Are they willing to pay up to 10% more for foods or beverages that are free from artificial ingredients?
Brand influence: How important are the following factors in influencing shoppers to try a different brand food or beverage?
No artificial colors or flavors
No artificial sweeteners
Labeling importance: How important are the following statements on labels?
“No artificial colors”
“No artificial flavors”
“No artificial sweeteners”
“Natural flavors”
“MSG free/No MSG Added”
Attitudes & Actions Towards Preservatives
How concerned are shoppers about food preservatives?
Are shoppers actively choosing foods/beverages because they contain no preservatives?
Are they willing to pay up to 10% more for foods or beverages that are free-from preservatives?
Has avoiding preservatives become more important in their diet over the past year? Globally, how does this trend compare to other key dietary changes like sugar reduction, clean eating, adding protein, plant-based eating, etc.?
Do they think using less or no preservatives makes foods and beverages seem a lot healthier?
Labeling importance: How important is “no preservatives” on labels? Globally, how does it compare to other label claims?
Brand influence: How important is “no preservatives” in influencing shoppers to try a different brand food or beverage? Globally, how does it compare to other brand influences?
Brand influence for children: How important is “no preservatives” in getting parents to purchase products for their children?
Global Demographic Overview
Overview of attitudes & actions towards processed foods & beverages— additives & preservatives compared across key demographic groups:
Gender
Age
Households with Children
Sizing the Markets — A View of the Target Shoppers
This section explores three target shopper groups to see how they differ from Total Shoppers and sizes them within each region and country.
Groups are defined as follows:
Avoiding Processed: They are extremely or very concerned about processed foods AND are willing to pay up to 10% more for foods or beverages that are less processed
Free-From Seekers: No additives is an extremely or very important factor in influencing them to try a different brand food or beverage AND they believe using no additives makes foods and beverage seem “a lot” healthier AND they always or usually choose foods/beverages because they contain only ingredients that they recognize AND they always or usually look for products that have fewer ingredients on the ingredient list
Anti-Preservatives: They always or usually choose foods/beverages because they contain no preservatives AND are willing to pay up to 10% more for foods or beverages that are free-from preservatives AND they are extremely or very concerned about food preservatives
Appendix - Individual Country Snapshots
Individual Country Snapshots for all 22 countries providing a quick overview of shopper attitudes & actions on the country level.

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