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Americans Respond Better To Food Labels Suggesting “Natural” Ingredients

March 22, 2010: 03:19 AM EST
Labeling foods with the claims “antioxidant added” or “omega-3 added” fails to push the purchasing buttons of American shoppers, who seem to equate the term “added” with “less natural” and “more processed,” according to a new Decision Analyst survey. The label that resonates is “rich in:” 40 percent of American consumers were more likely to buy foods labeled, for example, “rich in antioxidants,” compared to 25 percent attracted by “antioxidants added.” The same held true for other ingredients: 27 percent preferred “rich in omega-3s” (19 percent chose “omega-3s added) and 25 percent preferred “rich in iron” (15 percent chose “iron added”). “Consumer perceptions and beliefs about ingredients, as well as nutritional information on food packaging, are important factors driving their purchase behavior,” the analyst added.
"Foods Labeled As “Rich In Antioxidants” Resonate More With American Consumers Than Foods Labeled “Antioxidants Added,” According To A Nationwide Study By Decision Analyst", Decision Analyst, March 22, 2010, © Decision Analyst, Inc.
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