A ‘low sugar’ label here, a ‘high protein’ claim there. That’s the kind of simple front-of-pack information that used to suffice.
But increasingly, consumers are turning over food and drink packaging to dissect ingredients lists and query processing methods. They want more information, now.
How can brands best respond to this growing need? And is more information always better?
Demand for food information is on the up
Globally, information is becoming the new must-have in food.
According to Lumina Intelligence research commissioned exclusively for FoodNavigator, over 60% of consumers around the world often read ingredients lists back-of-pack.
And yet, there is a discord. Fewer consumers say they mostly understand ingredients lists. They want the information, but can’t easily comprehend it.
Desire to better understand what’s going into food and drink is a growing trend, explains Flora Zwolinski, senior insight manager at Lumina Intelligence. That’s because consumers are becoming increasingly conscious of the entire food chain, from sourcing to consumption, and are thinking more holistically about the food journey – driven by health, sustainability and ethical consciousness.
“Alongside rising awareness of ultra-processed foods, there’s a stronger focus on understanding what goes into products, including the presence of additives or so called ‘non-food’ ingredients and the growing concern about these ingredients on health.”
With the UPF conversation still emerging, particularly in markets like the UK, US and parts of Asia, awareness around the potential health impacts of food processing methods is accelerating.
What does that mean for industry? “We can expect more consumers to scrutinise ingredients lists, which will inform purchasing decisions,” says Zwolinski.
Is appetite for information the same around the world?
Demand for food information is not the same the world over. The FoodNavigator-commissioned research revealed it’s more likely for consumers in Asian countries like China, India and Malaysia to read ingredients lists.
That means, for food brands operating in these regions, products carrying long, complicated ingredients lists could be perceived as more risky.
So why do shoppers in these Asian countries want more information about food products prior to consumption? Unsurprisingly, there isn’t one single factor influencing this kind of behaviour.
To start with, in many Asian markets there is a deep cultural link between food and health, where food is often viewed as medicine, explains Lumina’s Zwolinski.
“Traditions such as Traditional Chinese Medicine in China reinforce the belief that what we eat has a direct impact on wellbeing, prompting consumers to pay close attention to ingredients and production processes.”
There’s another factor worthy of consideration: that of food safety. Some Asian countries have a history of food safety incidents, which Zwolinski suspects has fostered a lasting culture of vigilance.
“That means consumers are likely to be particularly engaged in understanding where their food comes from and how it is produced.”
How can food brands better communicate information with consumers?
Now it’s clear consumers want more information, the big question remains: how can food brands best meet those needs?
Transparency and openness are key, says Zwolinski. But it’s just as important that information is communicated in accessible and easy to understand terms, rather than technical or industry terms.
“Linking products to natural or cultural norms, where appropriate, will help,” Zwolinski explains.
In Asia, there is also a notable trend of consumers being open and curious to try new things, which she suggests brands incorporate into their communication strategies.
“Operators need to lean into this curiosity with experiential marketing strategies that encourage consumers to try new products.”
Future Food: the inside scoop on consumer insights
A new report from FoodNavigator and Lumina Intelligence reveals consumer barriers to adopting new ingredients, technologies, and ultra-processed foods, as well as the opportunities to drive change and sales.
A total of 9,500 consumers were surveyed across 13 countries: the UK, US, China, Japan, South Korea, France, Germany, Italy, Spain, Australia, India, Malaysia, and Singapore.
