Consumer Attitudes Toward Food Additives in Packaged Foods

Unlock the survey

Nestle_d2abbcf93c
Campbells_045f1019f5
Pepsi_c18b4571a3
Kraft_Heinz_886d23c26c
Givaudan_77eff91905
Nestle_d2abbcf93c
Campbells_045f1019f5
Pepsi_c18b4571a3
Kraft_Heinz_886d23c26c
Givaudan_77eff91905

Consumer Attitudes Toward Food Additives in Packaged Foods

User responses 96,812
sweet and savory snacks
Category Sweet And Savory Snacks
Survey Type Market Research
USA
Market USA
Audience All Audience

Top Insight

  • Respondents prefer product labels that include the term ‘natural’ over other terms.
  • Respondents associate food additives more with emulsifiers than with other types of additives.
  • All-natural ingredients is the most popular claim on packaging that respondents associate with comfort regarding additives.
1.

Which of the following terms would you like to see more on product labels?

Insight
43%
More than average
respondents prefer natural claims on product labels.
43.82%
Natural
Natural
43.82%
7,432
Organic
34.32%
5,821
Vegan
28.68%
4,865
Gluten free
19.33%
3,278
Food additives
12.78%
2,167
2.

Which of the following types of food additives are you aware of?

Insight
2.8X
More than average
consumers prefer emulsifiers and stabilizers than flavor enhancers.
42.21%
Emulsifiers & Stabilizers (E.g., Carrageenan, Lecithin)
Emulsifiers & Stabilizers (E.g., Carrageenan, Lecithin)
42.21%
40,868
Preservatives (E.g., Sodium Benzoate, Nitrites)
29.05%
28,128
Artificial Sweeteners (E.g., Aspartame, Sucralose)
19.7%
19,076
Flavor Enhancers (E.g., Msg)
14.68%
19,076
Artificial Colors (E.g., Red 40, Yellow 5)
8.79%
8,506
Thickening Agents (E.g., Xanthan Gum, Pectin)
5.5%
5,325
3.

Which of the following aspects of functional health do you think is most impacted by the consumption of food additives?

Insight
2.7X
More than average
respondents associated the impact of food additives with gut health more than with heart health.
58.72%
Gut health
Gut health
58.72%
3,631
Weight management
39.34%
2,433
Blood sugar
29.85%
1,846
Heart health
21.28%
1,316
Mental health
17.67%
1,093
4.

Which additives do you actively try to avoid?

Insight
46%
More than average
consumers prefer to avoid emulsifiers & stabilizers.
Emulsifiers & Stabilizers%
46.36
Emulsifiers & Stabilizers
46.36%
2,101
Artificial Sweeteners
43.36%
1,965
Artificial Colors
8.63%
391
Preservatives
4.28%
194
Flavor Enhancers (E.g., Msg)
2.58%
117
5.

Why do you avoid certain additives?

Insight
7X
More than average
respondents prefer to avoid certain additives for health concerns than for sensitivities or allergies.
97.71%
Health Concerns (E.g., Linked To Health Risks)
Health Concerns (E.g., Linked To Health Risks)
97.71%
3,164
Sensitivities Or Allergies
13.84%
448
Unnatural/artificial Ingredients
2.56%
83
Negative Media Coverage
0.06%
2
6.

What do you consider to be the benefits of using additives in food products?

Insight
2.4X
More than average
consumers associated food additives with convenience than with visual appeal.
57.85%
Convenience
Convenience
57.85%
19,501
Easy to use
44.12%
14,872
Taste improve
42.68%
14,386
Visual appeal
23.74%
8,003
Texture improve
10.08%
3,397
7.

What labeling claim would most influence your decision to purchase a packaged food product?

Insight
49%
More than average
respondents prefer packaged food products with natural ingredients listed on their labels.
49.73%
Natural ingredients
Natural ingredients
49.73%
8,150
Organic certified
46.99%
7,701
No added sugar
16.82%
2,756
Non GMO
7.22%
1,184
Free from artificial additives
0.54%
88
8.

What words best describe the pricing of products free from artificial additives?

Insight
4.9X
More than average
consumers associated being free from artificial additives with a premium price than with a reasonable price.
72.67%
Premium
Premium
72.67%
242
Reasonable
14.71%
49
Affordable
13.81%
46
Accessible
10.51%
35
Expensive
3.9%
13
9.

Which claims on packaging make you feel more comfortable about additives?

Insight
7.2X
More than average
respondents chose all-natural ingredient claims for feeling more comfortable with additives than clean label claims.
52.32%
“All-natural Ingredients”
“All-natural Ingredients”
52.32%
959
“No Artificial Preservatives”
18.88%
346
“Certified Organic”
10.91%
200
“No Additives”
10.69%
196
“Clean Label”
7.2%
132
10.

Which of the following ethical claims do you most associate with the use of artificial additives?

Insight
46%
More than average
consumers associated artificial additives with claims of sustainability.
46.14%
Sustainability
Sustainability
46.14%
3,770
Local produce
26.11%
2,133
Grass fed
21.63%
1,767
Food waste
15.84%
1,294
Recycling
6.47%
529
Fair trade
2.29%
187