Unrecognisable Ingredients

One-third of respondents are less likely to buy a product with at least one ingredient they do not recognise

This survey takes a look at the impact of recognised and unrecognised ingredients on consumer interest in food products. The survey was undertaken with our partners, specialist PR agency, Ingredient Communications.

Survey Sample

• USA (500)
• UK (500)
• Fieldwork: September 2020

Key Findings

• 19% always recognise ingredients on the pack
• 36% will pay more if they recognise all ingredients
• 81% think a label with natural ingredients is appealing

See summary of survey findings below.

‍