Designed to explore consumer understanding of 20 key ingredients (listed below) and to learn which benefits consumers associate with each ingredient, this study of 2,500 consumers provides insights to what consumers are thinking when they see an ingredient associated with a product or brand. For example, were you aware that:
- whole grain is the ingredient that most people seek in individual foods?
- people see the key benefits of whey and soy protein different to those of just protein?
- a far higher percentage of people consider ginseng as beneficial to concentration and memory than omega-3 but the awareness is lower?
The study has 4 key objectives:
- Assess the degree of understanding for each ingredient. Have consumers just heard of it or do they claim to be aware of the functionality?
- To what lengths do they go to get this ingredient? Do they supplement or choose particular foods or just depend on a balanced diet?
- Of those consumers that claim to be aware of the functionality of each ingredient, which benefits do they most strongly associate with it?
- Out of more than 60 food and beverage categories, which ones do consumers turn to for this ingredient?
Antioxidants, Calcium, Fiber, Ginseng, Gluten Free Foods, Green Tea Extract, Inulin/Chicory Root, Iron, Monounsaturated Fats, Omega-3, Plant Sterols, Prebiotics, Probiotics, Protein, Soy Protein, Whey Protein, Vitamin A, Vitamin C, Vitamin D, Whole Grains
Promotes digestive health, manages blood sugar levels, improves mental energy or concentration, reduces risk of cancer, improves physical energy, helps retain mental sharpness with age, promotes stronger bones, helps to manage weight, promotes healthier skin, reduces inflammation, helps maintain a healthy heart, reduces risk of cancer, lowers cholesterol, promotes regularity, controls blood pressure, reduces risk of diabetes, improves satiety, boosts metabolism, builds immunity, improves sports or workout performance