Clean label report uncovers consumer misperceptions

A recent clean label report has uncovered consumer misperceptions about functional ingredients claims regarding health benefits.

The clean label movement (consumer-driven demand for elimination of allergens and other ingredients from food and non-food products) report from InsightsNow has identified consumer misperceptions around food, beverage and supplement ingredient claims regarding health-promoting benefits.  

This research showed that consumers may be well-informed around the functional benefits of ingredients, but hold misperceptions and misunderstandings regarding some ingredients. For example:

• Respondents held misperceptions about olive oil and coconut oil, indicating belief that both ingredients promote heart health – although scientifically neither of those ingredients can be linked that benefit
• The study found the respondents believed that Omega 6 increases energy, even though it actually does not have that effect in proven scientific studies.

The report found that consumers believed that coconut oil promoted heart health though this has not been scientifically proven.

“This long-term research initiative at InsightsNow applies behavioural science to generate insights for more informed product decisions for our clients,” said Dave Lundahl, Founder and CEO of InsightsNow. “One identified trend is concern around and attention to functional ingredients in products, so this past wave of the study looked at attitudes and lifestyle behaviours driving consumer choice in this area.”

The report compiled data collected from the InsightsNow proprietary research community of Clean Label Enthusiasts (CLE), and this issue looked at attitudes surrounding functional ingredients. CLE are primary shoppers with a specific set of behaviours around clean living movement that influence their buying decisions.

In this latest report, InsightsNow used an Implicit/Explicit association testing technique to collect data on consumer associations regarding functional ingredients claiming benefits such as: heart health, bone and joint health, digestive health, anti-inflammatory ingredients, immune support and other health topics.