In a partnership with Harris Poll, Kemin Food Technologies conducted a study to better understand consumer behavior and trends impacting the purchase of food and beverage products. The poll explored consumer attitudes about the ingredient label and how their attitudes toward ingredients influence their purchasing decisions. 

“Our goal was to better understand the current mindset of today’s grocery shopper and identify gaps that may exist between attitude and final purchases,” said Courtney Schwartz, senior marketing communications manager for Kemin Food Technologies. This study allows us to better understand how consumers are using ingredient labels, how labels are impacting final purchase and other emerging trends.” 

According to the survey, 31% of respondents said they always read the ingredient label, and 49% said health claims — claims they equate with levels of sodium, sugar and fat content — are most important. Fifty percent of shoppers said they do not avoid purchasing a grocery product because of words on the label, but 26% avoid buying items with the word “preservative.” Not surprising was 70% of shoppers would prefer to see “natural flavors” included on the label. 

“As we better understand consumer trends, Kemin can shape our product portfolio to meet industry needs,” Ms. Schwartz said. 

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