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Food Formulation Trends: Ingredients Consumers Avoid, 2nd Edition

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Food Formulation Trends: Ingredients Consumers Avoid

Packaged Facts’ report Food Formulation Trends: Ingredients Consumers Avoid, 2nd Edition looks at the current state of food and ingredient avoidance in the U.S. It covers consumer attitudes and action. It also reviews some of the specific ingredients that consumers avoid because of a variety of health and wellness reasons, as well as some food production processes and packaging materials that many consumers choose to avoid.

In addition, the report looks at recent efforts by government and industry to deal with consumer “free from” demands in such as areas as the labeling of foods with genetically modified ingredients, the humane treatment of animals, and the use of antibiotics for non-medical purposes. The report also examines several of the products recently launched by marketers eager to top the “free from” trend.

Scope and Methodology

Data sources consulted and used for Food Formulation Trends: Ingredients Consumers Avoid, 2nd Edition include public information provided by food producers, retailers, and foodservice operators in a broad range of categories from baked goods to meat and poultry, as well as the trade associations representing these categories, such as the Grocery Manufacturers Association. In addition, data from consumer organizations engaged in various movements related to ingredient avoidance, such as the Celiac Disease Foundation was used along with information from government agencies including the U.S. Department of Agriculture and the Food and Drug Administration.

Packaged Facts also draws on a proprietary Packaged Facts National Consumer Survey, conducted in November 2015, with a sample size of 2,000 U.S. adults age 18+. The sample composition is representative of the national population by gender, age bracket, geographic region, race/ethnicity, household income bracket, and presence of children in the household. In addition, the report draws on data from the Experian Marketing Services, Summer 2015 Simmons NCS Adult Study 12-Month. Further, the report uses, with permission, the Food and Health Survey 2015 of the International Food Information Council Foundation.



  • Executive Summary
    • Scope of This Report
    • Methodology
    • The "Free From" Environment
      • Market Size for Foods and Beverages With No Avoidance Ingredients
    • Ingredients Consumers Avoid: Allergens
    • Ingredients Consumers Avoid: Fat
    • Ingredients Consumers Avoid: Sweeteners
      • Table Consumers Cutting Back on Foods Higher in Added Sugars, 2014-2015
    • Ingredients Consumers Avoid: Sodium
      • Table Consumers Cutting Back on Foods Higher in Salt, 2014-2015
    • Trends in Processing Ingredient Avoidance
    • Ingredients Consumers Avoid: Agricultural Production Ingredients
    • Other Areas of Avoidance
    • Product Trends
  • The "Free From" Environment
    • Key Points
    • Why Food Avoidance?
    • Defining "Free-From"
      • "Free From" Is Global
    • Five Constituencies Define Ingredient Avoidance Context
    • Allergies and Intolerances
    • Health and Well Being
      • Vegetarians and Vegans
      • Consumers Shift to Health Over Diet
        • Table Foods and Ingredients Avoided, 2015 (percent of U.S. adults)
      • Traditional Concerns Still Count
      • Weight Management Still a Factor
    • Humanitarian Concerns
    • Environmental Concerns
    • Religious Concerns
    • The Non-Avoiders
      • Table Prefer Hearing What To Eat Over What To Avoid, 2013 vs. 2015
    • What Consumers Are Avoiding
      • Thinking About Ingredients
        • Table "Over the past year, how much thought have you given to the ingredients in your foods and beverages?," 2013-2015
      • Homemaker Want to Know About Ingredients
        • Table Demographic Indicators for Agreement with Health Attitude Statements, 2015 (index in relation to U.S. adults overall)
      • Demographic Groups Avoiding Artificial Ingredients
        • Table Demographic Indicators for Agreement with Food Attitude Statements, 2015 (index in relation to U.S. adults overall)
      • Ingredients Consumers Are Limiting Intake Of
      • Women Top Men as Free-From Consumers
        • Table Demographic Indicators for Types of "Free From" Foods Bought When Watching Diet, 2015 (index in relation to U.S. adults overall)
      • Food Avoidance Motivates Diet Watchers
        • Table Demographic Indicators by Reasons for Watching Diet, 2015 (index in relation to U.S. adults overall)
      • Consumers Willing to Pay for Better Health
        • Table Attitudes About Health, 2011-2015 (percent of U.S. adults)
        • Table Demographic Indicators for Agreement with Health Attitude Statements, 2015 (index in relation to U.S. adults overall)
      • Seniors Care Most About Nutritional Value
        • Table Demographic Indicators for Agreement with Food Attitude Statements, 2015 (index in relation to U.S. adults overall)
    • Shifts in Consumer Approach to Health and Diet
      • Table Households Using Sugar Substitutes, Low Fat/Fat Free, and Organic Foods, 2011-2015 (percent of U.S. adults)
    • More Diet Watchers
      • Table Reasons for Watching Diet, 2011-2015 (percent of U.S. adults)
      • Table Types of Foods Bought When Watching Diet, 2011-2015 (percent of U.S. adults)
      • Attitudes About Food Trending Toward Health
        • Table Attitudes and Opinions About Food, 2011-2015 (percent of U.S. adults)
      • Choosing Healthier Foods for Children's Sake
    • Fear of Unsafe Foods Drives Change
      • Chipotle Contamination Raises Fears
      • Recalls Are Common
      • Consumers Hold Manufacturers Responsible for Food Safety
        • Table Opinions About Role of Private Sector/Government in Food Safety, 2015 percent of U.S. adults)
      • Government Action on Food Safety
      • Pushing for Funding on Antibiotic-Resistant Bacteria Research
    • Organic Boom Related to Food Safety Concerns
    • Government Role in Food Avoidance
    • New Diet Guidelines Touch on Avoidance
      • Key Recommendations of New Guidelines
      • Vegetarian Guidelines Included
        • Table Healthy Vegetarian Eating Pattern from Dietary Guidelines for Americans 2015-2020
      • How to Make It Vegan
      • Guidelines Described as Too Weak by Opponents
    • Demand for Natural
      • Defining "Natural"
      • Consumer Confusion a Motivating Factor
      • Rules on Nutrition Labeling Eased
      • Supporting Organic Expansion
      • Government Action and Inaction on GMOs
      • Local Governments Get in the Act
    • Industry Role in Food Avoidance
      • On Board for Food Avoidance
      • Clean Labeling Gaining Traction
    • "Artificial" Is Enemy Number One
      • Looking for Alternatives to Artificial
      • Technologies Support "Free From" Expansion
      • Calories Still Count
    • But Resistance Persists
    • Retailer and Foodservice Role
      • Participation in "Free From" on the Rise
      • Retailers Focus on "Free From" Store Brands
      • Antibiotic-Free Activity in Foodservice
    • Associations Also Engage in "Free From" Activities
    • The Information Revolution
      • A Host of Information Sources
      • Consumers Confident About Finding Information
        • Table Consumer Confidence Regarding Food Information Sources "If there was something I wanted to know about an ingredient in my food, I think I would be able to find the information" 2014-2015
      • A Host of Misinformation Sources, Too
    • Looking to Nutrition Facts Panels
    • Information Sought on Panels
      • Table Information Consumers Seek on Nutrition Facts Panel in Order Presented on Panels, 2015 (percent of U.S. adults)
      • Consumers Seek More Information Than Panels Provide
    • Seeking Safer Foods as Avoidance Measure
      • Confidence in Food Safety
        • Table Consumers Confidence in Food Safety, 2013-2015
      • Food Industry Supports Safety
    • The Necessity of "Free From"
    • Market Size for Foods and Beverages Without Avoidance Ingredients
  • Key Food/Ingredient Categories: Food Intolerances/Sensitivities/Allergies
    • Key Points
    • Allergies by the Numbers
      • Food Allergies
      • The Food Allergen Labeling and Consumer Protection Act of 2004
    • The Big 8
      • Food Additive Intolerance
      • Reactions to Allergens and Additives
      • Allergic Reaction to Additives Relatively Small
      • Severe Allergic Reactions
      • Egg Allergy
      • Fish Allergy
      • Shellfish Allergy
      • Milk Allergy
      • Lactose Intolerance
      • Lactose Intolerance Research Making Strides
      • Peanut Allergy
      • Soy Allergy
      • Soy Avoidance
        • Table Demographic Indicators for Agreement with Statement: "I avoid soy," 2015 (percent of U.S. adults)
      • Tree Nut Allergy
      • Wheat Allergy
      • Celiac Disease and Gluten Intolerance
      • Wheat Allergy: Grain Free Solutions
    • Beyond the Big 8
      • Sesame Allergy
      • Seed Allergy
      • Spice Allergy
      • Corn Allergy
      • Meat and Poultry Allergy
      • Gelatin Allergy
      • "Free From" Faces Production Challenges
  • Key Food/Ingredient Categories: Fat
    • Key Points
    • Definition of Fat
    • Definitions Used in Food Labeling
      • Fat Free
      • Low Fat
      • Reduced Fat
    • Types of Fat Covered
      • Saturated Fat
      • Trans Fats
      • Cholesterol
    • Definition of Oils
    • USDA Dietary Guidelines Call for Shift From Solid Fat to Oil
    • Consumers Awareness of Fats and Oils
      • Cutting Back on Fat
        • Table Consumers Cutting Back on Foods Higher in Solid Fats, 2014-2015
        • Table Consumers Cutting Back on Full Fat Dairy and Replace with A Low- or No-Fat Alternative, 2014-2015
      • Consumers Assess Health Value of Oils
      • Olive Oil Health Boost From Heart Association
    • Reversal on Fat
      • Paleo Plugs High Fat
      • The Upside of Grass Fed
      • Seeking a Definition of Grass-Fed
      • Millennials Support "Good Fat"
      • Processed Meats Still Given Thumbs Down by Nutritionists
        • Table Percent of Menu Appearances by Meat Type, 2015
      • WHO Ignored
  • Key Food/Ingredient Categories: Sweeteners
    • Key Points
      • Definition of Sweetness
    • Several Different Types of Sweeteners
    • Sugars: Sucrose, Glucose, and Fructose
      • Corn Syrup and High Fructose Corn Syrup
      • Lactose
      • Honey
      • Honeybee Colony Collapse Disorder (CCD)
    • Stevia, Agave Syrup, and Other Natural Sweeteners
      • Stevia
      • Agave Nectar
      • Monk Fruit
    • Artificial Sweeteners
      • Aspartame
      • Sucralose
      • Opinions Vary on Relative Importance of Low Calorie Sweeteners
        • Table Consumers Low-Calorie Sweetener Opinions: "To what extent do you agree or disagree with the following statements regarding low-calorie sweeteners", 2015
    • Sweeteners and New Dietary Guidelines
      • Focus on Excess Added Sugar Intake
      • Strategies for Added Sugar Reduction
      • WHO Recommends Five Percent Consumption
      • Sugar Association Objects
      • Sugar a Consideration for Two-Thirds of Consumers
      • Almost 70% of Consumers Cutting Back on Added Sugar
        • Table Consumers Cutting Back on Foods Higher in Added Sugars, 2014-2015
      • Nearly Three-Fourths Concerned About Their Sugar Consumption
        • Table Concerns Over Amounts Versus Types of Sugars and Carbohydrates Consumed
      • Uncertainty About Sugar Increases
        • Table Attitudes Regarding Sugar in Healthy Diets
    • Sugar Addiction Persists
    • Taxing Sugar as Public Health Policy
  • Key Food/Ingredient Categories: Sodium
    • Key Points
    • Salt
    • Salt and Health
      • Current Consumption Generally Too High
        • Table Daily Sodium Goals for Age-Sex Groups Based on Dietary Reference Intakes and Dietary Guidelines Recommendations
      • Sodium Sources in Foods
      • Avoiding Salt in Food
        • Table Consumers Comparing Sodium in Foods Like Soup, Bread, and Frozen Meals, and Choosing The Foods With the Lower Numbers, 2014-2015
      • Salt Content a Significant Consideration for Majority of Consumers
        • Table Consumers Cutting Back on Foods Higher in Salt, 2014-2015
  • Key Food/Ingredient Categories: Food Processing Additives
    • Key Points
    • Food Additive Intolerance
      • Allergic Reaction to Additives Relatively Small
    • History of Additive Use
      • Rise of Artificial Ingredients
      • 1958 Food Additives Amendment
      • GRAS Exemption
    • Reasons for Additive Avoidance
    • Rise of Natural
      • Market Leaders Aim to Please
      • Far-Ranging Research in Pursuit of Natural Alternatives
      • Going Preservative Free
      • Artificial Additives Not Dead Yet
  • Key Food/Ingredient Categories: Agricultural Production
    • Key Points
    • Issues with Plant and Animal Food Products
    • Issues with Plant-Based Foods
      • Drop in GM Acreage Related to GMO Avoidance?
    • Avoiding GMOs
      • Divisions on Non-GMO Purchasing
        • Table Avoidance of GMO Grocery Products, 2013 vs. 2015 (percent of U.S. adults)
      • Meat, Poultry, and Dairy Top Non-GMO Categories
    • GMO Labeling Becomes Reality
      • Alternative Legislation Proposed
    • Turnaround by Industry Leaders
      • Others Follow Suit
      • Smart Labeling Approach
      • Vermont to Begin With Safe Harbor Provision
      • Beyond GMOs
      • GMOs Not Going Away
    • Can Organic Do the Job?
    • Issues with Animal-Based Foods
      • Animal Treatment and Transparency
      • Changing Regulatory Environment
    • Questioning Agricultural Product Safety
      • Table Concern About Meat/Poultry Safety and GMOs, 2015 (percent of U.S. adults)
      • Presidential Panel Calls for More Research on Antibiotic- Resistant Bacteria
      • Trading Animal Protein for Plant Protein
      • Specific Plant Protein Use Highest for Consumers Age 25 to 39
        • Table % U.S. Adult Consumers Purchasing or Consuming Various Protein Sources, Past 30 Days
      • U.S. Consumer Shopping Behaviors Related to Protein Ingredients
      • Global Acceptance of Meat Substitutes
    • Ending Antibiotic Use for Growth Purposes
    • Going Cage Free
  • Other Food/Ingredient Avoidance Categories
    • Key Points
    • Foods Consumers Avoid
      • Sweet Baked Goods
        • Table Demographic Indicators for Agreement with Statement: "I am cutting back on sweet baked goods," 2015 (percent of U.S. adults)
      • Salty Snacks
        • Table Demographic Indicators for Agreement with Statement: "I am cutting back on salty snacks," 2015 percent of U.S. adults)
      • Meat
        • Table Demographic Indicators for Agreement with Statement: "I avoid meat," 2015 (percent of U.S. adults)
    • Additional Areas of Food/Ingredient Avoidance
    • Calories
      • Table Consumers Cutting Calories by Drinking Water, Low and No Calories Beverages, 2014-2015
      • Table Consumers Choosing Smaller Portions, 2014-2015
      • Table Consumers Balancing Calories to Manage Weight, 2014-2015
    • Caffeine Awareness Is Mixed Bag
      • Table Consumers Caffeine Awareness: "I know the amount of caffeine that is in the foods and beverages I consume," 2014-2015
      • Fiber: Bad as Well as Good?
    • Irradiation
    • BPA
      • What Is BPA?
    • Nanotechnology
      • Why Some Think Nanotechnology Should Be Avoided
      • USDA Looks to Positive Nanotechnology Use
      • Sustainability
  • Product Trends
    • Key Points
    • The "Free From" Parade
    • "Free From" Multiplicity
      • Mondelez Good Thins
      • Sanders & Morley Candy Makers
      • Kettle Chips Cooked in Avocado Oil
      • Simply7 Kale Chips
      • Ugly Drinks Are "Unsweet"
      • That's It Fruit Bars
      • Imbibe
      • SnackWell's Repositioned as "Free From"
    • Organic Plus
      • Green Chef Organic Meal Kits
      • Garden of Eatin' Organic
      • Rudi's Organic Bakery
      • Boulder Organic Soups
      • Gimme Organic Seafood Snacks
    • The NAE Bandwagon
      • Perdue No Antibiotics Ever!
      • Tyson Naturals
      • Hip Chick Farms
      • SunFed Ranch Extends Grass Fed Beef Line
      • Superior Farms Offers Antibiotic-Free Lamb
      • Allen Harim Poultry
      • Butterball Joins the Movement
    • Gluten Free Continues to Grow
      • Gluten Free Quaker Oats
      • Modern Oats
      • Kashi Teff Thins
    • All Natural a Key Point
      • Chobani Promotes All-Natural
      • Lean Cuisine Goes Beyond Diet
    • Dairy Free
      • Ruby Rocket Snack Tubes
      • Melt Organics
    • Vegan, Grain-Free, Paleo, and Mercury-Free
      • Ben & Jerry Go Vegan
      • Rawr Bar Fruit Snacks
      • Wildway Grain-Free Granola
      • BFree Is Wheat-Free
      • BRU Broth
      • Safe Catch Mercury-Free Tuna

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