Survey: Consumers Will Pay More for Food With Natural Colors

HORSHOLM, DenmarkA Nielsen survey of 5,000 consumers in 10 countries found that 78% of respondents are willing to pay a premium price for foods with natural colors. The survey, conducted on behalf of Chr. Hansen, also revealed that 88% believe natural colors add value to food and beverages, and 92% are concerned about artificial flavors.

Apart from confirming that converting from artificial to natural colors is a global mega-trend, the survey documents that consumers in mature as well as emerging markets are really interested in the origin and processing of food colorings and that they are willing to pay a premium for products with natural colors. We believe that these findings are highly interesting to food manufacturers who are converting to natural colors these years," says Chr. Hansens Per Sommer, Business Development Director. The research also holds valuable information for international as well as regional food manufacturers when making their product strategies in the markets. Based on these data and other market intelligence Chr. Hansen is able to advise customers accurately in product development and positioning."

The survey was conducted among consumers in USA, Mexico, Brazil, UK, France, Poland, Russia, India, China and Australia in May and June 2011. A total of 5,000 consumers were involved in the research via online omnibus; 500 consumers from each market and among them, 50 from each target group defined by age and gender.