Consumers willing to switch to brands that offer better shelf life, Kerry study suggests
September 29, 2023
By Bakers Journal
Beloit, Wis. — A recent international study conducted by Kerry suggests one-third of consumers are willing to switch to brands or products that offer better shelf life.
This openness to change is being driven by consumers’ strong desire to act on food waste, the taste and nutrition company said in a news release. A massive 98 per cent of those surveyed were actively trying to minimize food waste, driven by various factors such as financial concerns, environmental considerations and mindfulness of world hunger.
Meanwhile, 69 per cent of consumers expressed an inclination to purchase products formulated to reduce food waste. This represents a significant opportunity for the food industry to innovate and create products that meet evolving consumer expectations.
The study, which involved 5,154 consumers across 10 countries, found that 72 per cent of respondents believe that extending the shelf life of a product would help them reduce waste. Additionally, 74 per cent of consumers consider preservatives to be important when making food purchases.
Eighty-two per cent of respondents expressed acceptance of natural preservatives, while half of consumers are open to purchasing products with artificial preservatives.
The role of preservation
A total of 82 per cent of respondents expressed acceptance of natural preservatives, while half of consumers are open to purchasing products with artificial preservatives — although buying patterns indicate a higher acceptance of these solutions.
Commenting on the research findings, Bert de Vegt, vice-president of food preservation and protection at Kerry, said: “Our research clearly demonstrates that consumers have a strong desire to reduce food waste in their own homes, and they increasingly recognize the role of preservation in achieving this goal. As inflationary pressures remain, preventing products from going to waste has become more crucial than ever.”
Kerry sits on the Consumer Goods Forum’s Coalition of Action on Food Waste and uses insights to help customers and consumers demystify on-pack labels and date information.
The study, conducted in collaboration with C+R Research, Qualtrics, and Wageningen University and Research, involved week-long, in-depth interviews and journalling sessions with 60 consumers in the United States, United Kingdom, Mexico, France and Thailand, as well as quantitative exploration with 5,154 consumers across the aforementioned countries, plus Brazil, South Africa, Germany, Australia and Canada.
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