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As “Rich In Antioxidants” Resonate More With American Consumers Than
Foods Labeled “Antioxidants Added,”
For Immediate Release March 22, 2010
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166
Foods Labeled As “Rich In Antioxidants”
Resonate More With
American Consumers Than Foods Labeled “Antioxidants Added,”
According To A Nationwide Study By Decision Analyst
Arlington, Texas—Foods labeled as “rich in antioxidants”
are much more likely to be consumed “very frequently” or “somewhat
frequently” (40%) by American consumers compared to foods labeled as “antioxidants
added” (25%).
Decision Analyst’s Food Ingredients: What’s Hot? report, based
on a survey of 16,392 U.S. grocery shoppers, clearly indicates that consumers
prefer the label copy “rich in” as opposed to “added,”
as shown in the table below for the ingredients omega-3 and iron.
“Our findings suggest that more Americans frequently consume products
labeled ‘rich in’ these ingredients, compared to products that have
the same ingredients ‘added.’ This is likely due to the perception
that foods rich in an ingredient are more natural and less processed, compared
to foods that have these ingredients added to them during the manufacturing
process,” said Diane Brewton, Senior Vice President of the Market Intelligence
Group at Decision Analyst.
“Consumer perceptions and beliefs about ingredients contained in their
foods, as well as nutritional information on food packaging, are important factors
driving their purchase behavior. Understanding consumer knowledge and beliefs
is crucial for food marketers, as this helps them effectively highlight healthful,
or even ‘magic,’ product ingredients in messaging and packaging
claims,” continued Diane Brewton.
Methodology
The Food Ingredients: What’s Hot? report is based on information from
a comprehensive food and beverage consumption, restaurant behavior, health attitudes,
and lifestyle management study sponsored by Decision Analyst. This comprehensive
food industry study has been conducted monthly since January 2006 using Decision
Analyst’s American Consumer Opinion® Online panel. These data are
based on a representative sample of 16,392 U.S. adult respondents. The survey
results are accurate to one percentage point, plus or minus, at a 99% level
of confidence. For a copy of the Food Ingredients: What’s Hot? report,
please contact Cristi Allen at callen@decisionanalyst.com or 1-817-640-6166.
About Decision Analyst
Decision Analyst, based in Dallas-Fort Worth, is a leading global marketing
research and analytical consulting firm specializing in advertising testing,
strategy research, new product development, and advanced modeling for marketing
decision optimization. The 32-year-old firm delivers competitive advantage to
clients throughout the world in the food and beverage, restaurant, consumer
packaged goods, and retail industries. In addition, Decision Analyst operates
American Consumer Opinion® Online, one of the world’s largest online
panels with more than eight million consumers.
For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1-800-ANALYSIS (262-5974) or 1-817-640-6166
Address: 604 Avenue H East
Arlington, TX 76011
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