Posted at 10 November 2017
How actors of the food and beverage industry may align their labelling strategy to consumers’ expectations ? What are the major trends driving practices’ revolution ? Insights from Diana Food’s expert, Sebastien Langlais.
Embracing consumers’ growing health awareness
As people live longer, they want to stay healthy longer. Yet, more and more medical studies have proven the importance of food habits’ impact on health, leading to a growing awareness about food quality. A recent survey* has showed that 75% of consumers worldwide are concerned about the long-term health impact of artificial ingredients and they are 52% to agree that foods and beverages with fewer ingredients are more healthful.“This is, for the industry, a loud and clear message we need to hear: people are more and more suspicious about the composition of their food. By closely examining labels, they make their choice according to the listed ingredients they know and use when they cook at home", explains Sebastien Langlais, Science Platform leader, Taste.
Clean: shorter and safer list of components
Now that consumers really read labels, they get easily scared by plethoric list of ingredients with chemical additives such as “e-numbers”… “In labelling, nowadays, less is more. Everywhere in the world, consumers are traumatized by safety scandals that have deeply tarnished the industry’s reputation and they no longer accept to risk their health with unreliable components that present unknown impacts on the long-term.”
Clear: understandable and familiar ingredients
Keep in mind one and simple rule: your ingredients should be able to be found in anyone’s kitchen. “People want to understand what they eat. No need of chemicals when nature provides a large range of raw materials. They want to bring more food back into food!By offering products made from a short list of familiar and natural ingredients, industrials may get the chance to gain what is the most valuable nowadays: consumers’ trust."
*Nielsen Global Health and wellness survey Q1 2016