Busy shoppers looking for quick yet healthy foods now make up the majority of consumers, said colouring foods manufacturer GNT Group – which commissioned the study from TNS - noting 36% of the 5,175 shoppers quizzed worldwide fit in the ‘busy health seekers’ category.

Easy ingredient information on labels which can be quickly understood is key to grabbing their attention despite busy schedules, they said.

The rise of the busy yet healthy shopper group is a result of increasingly hectic lifestyles with no regular eating habits, but growing emphasis on healthy eating.

“Due to a hectic life with no regular eating habits, members of this group like their meals to be easy and convenient,” the GNT team said.

“Nonetheless, they place great value on healthy food and look for products without artificial additives – particularly synthetic colourants. As time is short, busy health seekers wish to see short, easy to understand ingredient information in order to quickly find out what’s inside their foods.”

The survey is not the first in recent months to suggest simple, accessible labelling is the way forward.

The UK Food Standards Agency (FSA) recently suggested companies use more visual labels which can be understood quicker than detailed nutritional information.

 

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Food Labelling Services comments:

The majority of retailers have been working towards 'store cupboard ingredients' labelling for products for a few years, so that consumers can easily recognise ingredients. FOP traffic light labelling is a quick and visual summary of the nutritional profile of a product. However, the format of the labelling has yet to be agreed with the MEP's.