Kemin Industries, a leading provider of shelf-life extension and food safety solutions, recently shared results of a study on consumer shopping and buying behavior.
Kemin partnered with Harris Poll to conduct the study aimed at better understanding consumer behavior and trends affecting the purchase of food and beverage products.
“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. “At Kemin, we are constantly researching and seeking ways to better serve our customers, the industry and consumers. This study allows us to better understand how consumers are using ingredient labels, how labels are impacting final purchase and other emerging trends.”
The Harris Poll highlighted the following consumer feedback:
- Shoppers made the majority of their grocery purchases from national grocery stores (38%) or value/big-box stores (36%).
- Although more than half (57%) of shoppers said price is most important when purchasing grocery items, 25% said the ingredient label is most important.
- Thirty-one percent said they always read the ingredient label, and 49% of those grocery shoppers say health claims or claims they equate with levels of sodium, sugar and fat content are most important.
- Shoppers were divided on preference between a shorter and longer ingredient label, but the top reason for label choice was ingredients on the statement/ingredient name rather than the length of the statement.
- Fifty percent of shoppers said they do not avoid purchasing grocery items because of any words in the ingredient label, but a minority (26%) avoid the word “preservative” on the label.
- Seventy percent of shoppers would prefer to have “natural flavors” listed on the label, with half of shoppers saying the term sounds more natural and 33% saying it sounds more nutritious.
“As we better understand consumer trends, Kemin can shape our product portfolio to meet industry needs,” Schwartz said. “For example, we recently launched a new domestically grown, organic rosemary extract to meet increasing demand for organic products. This new organic product is a great addition to our shelf-life extension portfolio, which already includes organic buffered vinegar, allowing Kemin to serve the industry’s organic food safety and antioxidant needs.”