In a survey of 1,300 consumers across Europe, North America and Asia-Pacific, more than half of respondents (52%) said they would spend over 10% more on a food or drink product that contained ingredients they recognised and trusted. Meanwhile, nearly a fifth (18%) said they would pay 75% or more extra.
More likely to buy a product
In addition, 76% said they would be more likely to buy a product containing ingredients they recognised and trusted.
The findings of the survey, commissioned by PR agency Ingredient Communications, underlined the growing importance of clean and clear labelling and the use of ingredients that were familiar to consumers.
The potential of co-branding
They also suggested that there was a significant opportunity to harness the potential of co-branding between food and beverage manufacturers and their ingredients suppliers.
“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,” said Richard Clarke, director of Ingredient Communications.
“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?”
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