Parents interested in healthy foods

Over seven in 10 parents (72%) claim that they read ingredients lists and labels on food and drink products before purchase, research from Tate & Lyle has shown.

The study of over 4,000 consumers, showed that there was an increased interest in health and wellness, especially for ingredients such as fibre. Most respondents said they are looking for added benefits, such as digestive health and weight management, while over two-thirds of parents believe that fibre is an important part of their child's diet.

Jerome Tauzin, Tate & Lyle's product manager, fibre, Europe, Middle East and Africa, said: "One way that companies can meet the demand for healthy products is by boosting fibre content in foods and beverages. Although 40% of respondents are still worried that higher fibre content could alter the taste of products."

Half of the respondents, however, claimed that they would pay more for a product with a fibre claim on-pack across all categories, from baked goods, to dairy and beverages. "Consumers want simple, concise labels which clearly show a product's health benefits," added Tauzin.