DSM report says consumers would pay more for yogurt free of artificial ingredients
DSM, The Netherlands, published a Global Insight paper, stating that consumers demand dairy products, such as yogurt, prepared with simple and familiar ingredients. Based on a survey, the results reveal that consumers are actively looking for these “clean label” products made with fewer, more natural ingredients and they would consider paying extra for these attributes.
The paper, part of the Global Insight Series on yogurt, is based on the results of a DSM survey of more than 6,200 consumers in the United States, China, Brazil, Turkey, France and Poland. It reveals that today’s consumers place great importance on the natural and authentic qualities of the food as they look to balance great taste with an ingredient list free from artificial additives and preservatives. DSM’s survey shows this aspiration is a top motivating factor for increasing yogurt consumption — one out of three consumers say a clean label would be a reason to eat more yogurt. Underscoring this desire, half of the consumers also revealed they would be willing to pay at least 10% more for yogurt free from artificial colors, flavors or other artificial preservatives.