During inflationary periods, consumers are more selective about purchasing higher-priced items. Ingredion, Inc.’s ATLAS database, which covers over 33 global markets and over 100,000 consumer interviews, reveals that consumers are willing to spend up to 30% more on products with free-from claims and health benefits, especially digestive health.
In 2023, 78% of respondents said they would pay more for natural/all-natural products, with health benefits like digestive health and immunity close behind at 77%. Other top considerations included organic (75%), no artificial ingredients (74%), no additives/e numbers (71%), and non-GMO (70%).
When asked about the premium they would pay for these benefits:
- 16% would pay 30% more for natural/all-natural products, 17% would pay 20% more, and 23% would pay 10% more.
- For digestive/health immunity benefits, 14% would pay 30% more, 17% would pay 20% more, and 23% would pay 10% more.
- For no artificial ingredients and protein, 12% would pay 30% more, 16% would pay 20% more, and 22% would pay 10% more.
The interest in digestive health and protein has been fueled by media coverage and endorsements by athletes, celebrities, and health officials. Consumers aged 18 to 34 and those with children are more likely to pay extra for these features.
Ingredion’s clean label report, issued biennially over the past decade, highlights three trends:
- Initial focus on natural, familiar ingredients with no artificial additives.
- Evolution to free-from claims such as gluten-free and non-GMO.
- Current emphasis on simpler ingredient labels and sustainability connections.