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“Additionally, consumers appear to be equating genetic modification, artificial and unhealthy as one and the same, and those consumers are likely to turn away from product labels with unfamiliar ingredients or ingredients perceived as chemically complex or unnatural.”Recently, Kellogg and General Mills both made noise in the industry by declaring they would eliminate artificial ingredients over the next few years.
Consumer interest in what is going into the products they purchase is greater than it has ever been.“I would say there’s a strong interest among consumers in products they perceive as fresh and kind of from scratch,” Roberts said.
“They’re trying to avoid the artificial and trying to avoid this feeling of preservative richness.
Other companies, such as Kind, have seen huge growths in sales with fewer ingredients in its snack products.
Very few products can ever truly be perfect in the eyes of consumers, but Roberts said consumers may be willing to make sacrifices when it comes to attributes for certain products.