Consumer Behavior (Cont’d from Page 5)
The Influence of Popular Food Label Phrases 64 percent of the U.S. consumers surveyed paid more for a food product that featured popular food label phrases. Respondents were then asked to select the food label phrases that are currently influencing their purchasing behaviors. Below is a list of those terms ranked from most to least important:
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Despite the respondents’ low appreciation for labels with the term“ready-made”,42 percent of respondents purchased more food products labeled “pre-cooked”, “ready-made” or “stovetop-ready” over the previous 3 months. Respondents aged 30-44 are most likely (71 percent) to pay more money for a product based on popular food labeling terms, followed by 18-29 (64 percent), 60+ (61 percent), and 45-60 (60 percent). Conversely, more than 1/3 of respondents (36 per- cent) conveyed that they have avoided purchasing food products that display popular phrases commonly found on food labels. Notably, male consumers were 8 percent more likely to avoid food products with pop- ular terms on the label. Factors playing a role in the avoidance of products with popular terms on the label: • The perceived or actual increased cost of the items (38 percent of respondents) • Fear of the claim being misleading (34 percent of respondents) • Unfamiliarity with the brand (18 percent of respondents) • Confusing language on the label (10 percent of respondents) While it’s clear that popular phrases are influencing consumers, it’s vital that CPG food brands not mislead (Cont’d on Page 9)
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6 October 12, 2020 Flexo Market News
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