Survey Says Consumers Prefer Natural, Homemade Tasting Food

HERLEEN, The NetherlandsA recent consumer survey highlights the challenge to meet taste expectations without sacrificing convenience and clean labeling, revealing that urban consumers buying pre-prepared foods are seeking fresh, natural flavors and dishes that taste as though they could be home cooked, according to DSM.

The survey results were drawn from 5,000 urban consumers in countries across the globe, including the United States, Brazil, China, Poland and Nigeria.

Revealing urban consumers taste preferences, attitudes and behaviors, the survey data shows that more than half (55%) believe a fresh or natural" flavor is what makes the food they buy taste delicious, most strongly observed in China (72%).  Globally, the clean and natural labeling movement has been gaining traction, with 17% of new food and beverage launches around the world now positioned as natural, additive-/preservative-free or both.

Consumers also prefer taste as if it were made at home," with respondents in Brazil saying this was the most important driver for delicious food (67%). These cravings for fresh-tasting, natural or homemade tastes present a challenge for food producers in the face of consumer behavior, as nearly two-thirds (64%) of urban consumers report they are using the same or more processed food at home than they were three years ago.

Furthermore, the survey indicates consumers will actively seek out food that meets their taste and health requirementsnearly half check labels before buying foods globally, and 76% in China habitually checking labels for additives. Those who check labels are more likely to believe that a fresh and natural flavor is what makes food delicious when compared to those who dont check labels (60% versus 44%).

Two-thirds (65%) of urban consumers cite easy to use and prepare" as the key reason they buy pre-prepared food for the second time; half (50%) say a very good taste is their reason for repeat purchase. Only one-third (33%) of total survey respondents said that price is a factor in deciding to buy a processed or pre-prepared food again. Urban Americans are the most demanding when it comes to their processed and pre-prepared food purchase preferences: a very good taste (65%), easy to use and prepare (61%) and an economical price (47%) are all significant factors in their repurchase decisions.