Unrecognisable Ingredients

Unrecognisable Ingredients

One third are less likely to buy a food product if they don't recognise the ingredient

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.

Unrecognisable Ingredients

Lead contact for survey design, project management and data reporting.