US consumers will pay 50% more for ‘natural’ ingredients

By Noli Dinkovski

- Last updated on GMT

Poll: 88% said they would spend more on a product made with natural flavourings and colours
Poll: 88% said they would spend more on a product made with natural flavourings and colours

Related tags: Drink, Kefir, Alcoholic beverage

US consumers are happily prepared to pay 50% more for food and drink formulated with ‘natural’ ingredients, according to a new survey by Lycored.

In the poll of more than 500 people, 88% said they would be prepared to spend more on a product if it was made with natural flavourings and colours.

Of these, almost half (47%) said they would pay up to 50% more on a flavoured milk beverage costing $1.50.

Natural appearance

The survey also found that consumers preferred the appearance of natural colours.

The researchers asked the respondents to express their visual perceptions of naturalness when shown two flavoured milk drinks formulated with Lycored’s Tomat-O-Red natural colours and another made with Red 3, an artificial colourant.

Despite not being told which was which, Tomat-O-Red RP, was rated the most natural looking, followed by Tomat-O-Red R. Red 3 came third.

Stability of colours

Lycored also ran a trial to establish the stability of its natural colours following ultra-high temperature processing.

In each case, shelf-life tests found that the Tomat-O-Red products exhibited “excellent colour stability”​, outperforming the Red 3 artificial colourant.

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