Researchers have claimed that more than 50 per cent of consumers are interested in products with reduced levels of salt and sugar.
In recent research, just 25 per cent of consumers claimed to be dieting, yet more than 70 per cent said they want to lose weight.
Lynn Dornblaser, director, innovation and insight, Mintel Group Ltd, said consumers know they need to take care of their health,” said. “They want to lose weight, but they don’t like the idea of dieting. They know that living a healthy lifestyle is all about moderation.”
What matters to consumers, and what they do associate with better health, is a reduction in sodium and sugar. More than 50 per cent of consumers rated sodium and sugar reduction as an important food attribute, over calorie, carbohydrate and fat reduction.
“And yet in the U.S. market, it’s all about low- or no-fat claims,” said Dornblaser. “Products that make a low-sugar, low-calorie or low-sodium claim are less prevalent.” In Europe and the rest of the world, foods with “no- or low-fat” labels are lesscommon.
Consumers consistently rank taste as the most important food attribute (88 per cent), followed by appetite
satisfaction or satiety (87 per cent),and value (86 per cent).