Modern families are tired of purchasing products with too many listed ingredients. Simplicity is increasingly important when buying for their family, rather than scrutinising a long list, time-pressed parents say.
New research by Danone suggests that over half of young people (56%) want food brands to offer products made with fewer ingredients, rising to (67%) among parents of the same age range, who are more likely to buy food products for their children that are made from easily understandable ingredients.
FOOD LABEL FATIGUE
Almost three quarters (72%) of millennial families want products with simple ingredients that they have heard of and 81% are calling for clear and simple labelling of products to help inform their purchases.
When it comes to their food choices, millennials are also increasingly eco-conscious and take active steps to reduce their environmental impact, with three quarters (75%) choosing to buy products made from recyclable materials at least once a week to reduce their impact on the environment.
Almost seven in ten young adults (between 22-37) say they want food brands to align with their ethics and values, compared to 55% of those over retirement age. Additionally, almost one in five (18%) adults in this age bracket have shopped around to find a more ethical or sustainable alternative in the last week, the survey reveals.
For example, Danone has launched a new range of yogurt using only recognisable ingredients – milk, live culture and a fruit layer – and containing no added sugar, artificial sweeteners or artificial flavours. The products have been designed to accommodate every occasion in the busy lifestyles of modern families, from single-serve pots to family sharing pots and kids’ pouches. The new range uses 100% recyclable pots and the product wraps use recycled cardboard.