According to the grocery research specialist IGD, UK consumers are becoming more demanding about knowing what goes into their food.
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IGD said that close to a third of shoppers now say that knowing all of the ingredients in a food product is a key consideration in making a purchasing decision, up 5% from three years ago.
“Enhanced awareness of nutritional value and an ageing population concerned about health and well-being mean we can expect this trend to continue,” said Julie Starck, senior consumer insight analyst at IGD. “Shoppers are becoming more engaged with their food and making decisions based on greater levels of detail.”
Price is still cited as the most important driver, IGD said, but its importance is falling at the expense of awareness of salt and sugar content, and recognising the brand name. A fifth of shoppers surveyed now say that the salt and sugar content of a food product is a key consideration, up significantly on previous years, IGD added.
Interestingly, IGD reported that enhanced front-of-pack labelling introduced during the past 12 months had also driven awareness of nutritional value.
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By GlobalData
