Consumers willing to pay extra for clean label products

LONDON - Consumers are willing to pay extra for food products with a clean label: containing ingredients that they understand, trust and recognize, according to an online survey conducted by research firm Surveygoo. Co-branding of ingredients can possibly help manufacturers achieve this.

The survey, commissioned by PR-firm Ingrediënt Communications, questioned 1300 consumers from Europe, North America and Asia-Pacific. Respondents were asked about the key attributes they consider important when it comes to food labeling.

Paying 10 to 75% more for transparency

More than half the respondents (52%) indicated that they are willing to pay 10% extra for a food product if it contains a clean label: with trusted and recognized ingredients; and around 18% of respondents would even be willing to pay up to 75% extra for a clean label product.

In the US a further 44% of respondents indicated they would be willing to pay up to 75% extra for products with a clean label.

As consumers have indicated they would like to be aware of the ingredients in products, this increases the opportunities for the concept of ‘co-branding’ according to Surveygoo. Co-branding can help increase consumers trust in a product, as you are working with existing, established brands; making it clearer to consumers what the product’s ingredients are.

“Co-branding of ingredients in the food and beverage industry is still fairly unusual, and yet our survey suggests it would resonate with many consumers. We have seen the power of the ‘Intel Inside’ concept in the home computer market. If it works for selling laptops, then why not food and drink?”, says Richard Clarke, director of Ingredient Communications.