InsightsNow’s New Wave of Clean Label Research Uncovers Consumer Misperceptions about Functional Ingredients

Consumers reading ingredient labels

Latest release of syndicated report focuses on ingredients that claim health-promoting benefits 

 

29 August 2019 – Chicago, IL –InsightsNow, a behavioral research firm, has released their latest report on the Clean Label movement (consumer-driven demand for elimination of allergens and other ingredients from food and non-food products). The August issue of their “Clean Label Research ​Community Behavior Report​” has identified consumer misperceptions around food, beverage and supplement ingredient claims regarding health-promoting benefits.  

 “This long-term research initiative at InsightsNow applies behavioral science to generate insights for more informed Clean Label product decisions for our clients,” said Dave Lundahl, Founder and CEO of InsightsNow, and recent recipient of the NGMR award for “Industry Change Agent of the Year” based on the company’s work with Clean Label research. “One identified trend is concern around and attention to functional ingredients in products, so this past wave of the study looked at attitudes and lifestyle behaviors driving consumer choice in this area.”  

 The report compiles data collected from the InsightsNow proprietary research community of Clean Label Enthusiasts (CLE), and this issue looks at attitudes surrounding functional ingredients. CLE are primary shoppers with a specific set of behaviors around clean living movement that influence their buying decisions. In this latest report, InsightsNow used an Implicit/Explicit association testing technique to collect data on consumer associations regarding functional ingredients claiming benefits such as: heart health, bone and joint health, digestive health, anti-inflammatory ingredients, immune support and other health topics.  

 This research showed consumers may be well-informed around the functional benefits of ingredients, but hold misperceptions and misunderstandings regarding some ingredients. For example: 

  • Respondents held misperceptions about olive oil and coconut oil, indicating belief that both ingredients promote heart health—although scientifically neither of those ingredients can be linked that benefit. 
  • The study found the respondents believed that Omega 6 increases energy, even though it actually does not have that effect in proven scientific studies. 

 This subscription-based report is released monthly on a variety of consumer-driven clean label topics and trends. To learn more about the report and enquire about upcoming research topics, reach out to InsightsNow at michelle.andre@insightsnow.com  

 

About InsightsNow
InsightsNow, an agile behavioral research firm, partners with clients across a wide array of industry verticals to grow marketing, branding and product development through custom, cutting-edge research technologies and innovative techniques. The company specializes in finding answers faster, improving speed-to and success-in market, and changing the way we all look at humans and human behavior. InsightsNow was named one of the most innovative market research firms in the world by Greenbook’s 2018 Grit Report. www.insightsnow.com 

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Media contact: Michelle Andre, 415-577-8634, michelle.andre@insightsnow.com 

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Clean Label – for Pets, too!

Pet Foods - A Clean Label Deep Dive

Headlines tell the story.   “Human food trends driving pet food product innovation”   PETFOOD INDUSTRY.COM

Who are these Clean Label pet owners?   How does the industry understand and deliver specifically what they want?

We asked pet owners in our Clean Label Enthusiast Community about their attitudes, habits, and priorities for providing their pets with "Clean" foods and treats.  We found many insights to share regarding what they regard as safe, natural, and high quality.

Find the Case Study here

Download (PDF, Unknown)

Also, view the webinar where you’ll learn:

    • Thoughts and beliefs of Clean Label pet owners
    • Attributes that are most important in products and Clean Labels
    • Why they trust and mistrust products/brands
    • Ingredients seen as Clean or Not Clean
    • Claims that resonate well or are suspect to buyers
    • Trends to watch in the future
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Webinar- February 2019 Hopes, Dreams and Resolutions of Clean Label Enthusiasts

Hopes, Dreams, and New Year’s Resolutions from Clean Label Enthusiasts

How are they changing going into 2019?

Date:   Thursday, February 7,  2 pm ET

Presenters
:  
Dave Lundahl, President  and Julie Quante, Research Director

It’s January and everyone is still trying to dive into their new resolutions.  As we move into 2019, we are curious about how the behavior of "free-from" consumers will manifest in the New Year and how it differs from their intentions and behavior last year.  These Clean Label Enthusiasts consumers look for food and personal care products with simple, healthy, "clean-label" ingredients. 

Join us for a view of how Clean Label Enthusiasts in our custom community are changing and how they envision their future – their hopes, fears, and resolutions.   As this vocal, passionate consumer base is shaping general expectations for clean product labels, we want to help future-proof your business in light of these insights.                                  

In this webinar, you'll learn about: 

  • Changes in "Clean Label Enthusiasts" (CLEs) urban/rural consumer trends 
  • Differences in emotional and behavioral frameworks between CLE's and non-CLE's 
  • Upcoming and current purchasing behaviors toward product categories 
  • Research approaches to learn what trade-offs these consumers will accept 
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Please join us for 30 minutes to learn ways to keep your business ahead of the trends. InsightsNow CEO, Dave Lundahl, will share some of the newest insights into this leading-edge segment's behavior and how you can apply this research approach to your innovation and marketing challenges. 

We hope to see you there,
The Team at InsightsNow     

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Webinar 14 – November 2018- Clean Label – for Pets, too!

Pet Foods - A Clean Label Deep Dive

Presented by:  Karen Lynch, Sr. Director Qualitative Insights and Amy Mahony, Sr. Researcher Qualitative Insights.

Presented Thursday, November 15, 2 pm ET

Headlines tell the story.   “Human food trends driving pet food product innovation”   PETFOOD INDUSTRY.COM

Who are these Clean Label pet owners?   How does the industry understand and deliver specifically what they want?

We asked pet owners in our Clean Label Enthusiast Community about their attitudes, habits, and priorities for providing their pets with "Clean" foods and treats.  We found many insights to share regarding what they regard as safe, natural, and high quality.

Through this webinar, you’ll learn:

    • Thoughts and beliefs of Clean Label pet owners
    • Attributes that are most important in products and Clean Labels
    • Why they trust and mistrust products/brands
    • Ingredients seen as Clean or Not Clean
    • Claims that resonate well or are suspect to buyers
    • Trends to watch in the future

Get more information on research with Clean Label Enthusiasts on Pet Care.

 

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Webinar 11 – July 2018- “Don’t Use That! Clean Label Movement: Non-Food Personal and Home Care Product Impact”

Presented Thursday, July 12, 2 pm ET

Clean label consumer decisions extend beyond food and beverage industry… Today’s shoppers—and the Clean Label Enthusiasts (CLE) in our online research community—are also looking for clean labels on the products they use for personal care and in their home. We are now conducting deep dives with consumers in specific non-food categories to uncover deeper, faster insights for product innovation and development in these sectors.

In the context of non-food categories, during this webinar we’ll share with you:

  • How CLEs define a clean label
  • Brands that are doing a great job of meeting CLE needs
  • Ingredients manufacturers should avoid to maintain a positive perception among this growing segment of the population.

Please join us for a webinar which will highlight some of the key findings from our research with Clean Label Enthusiasts in five non-food categories: Oral Care, Home Care, Hair Care, Fabric Care and Body Care.

Hope to see you there!

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Webinar 10 – June 2018- “Sea Salt or Sodium Chloride? Ingredient Scoring Insights for a Perceived Cleaner Label”

As the free-from movement continues to gain momentum, product developers and marketers are challenged to know how to design products to have a perceived cleaner label.  As an example, does paying a higher premium for sea salt vs regular salt matter?  Does your target consumer care whether an ingredient is listed as natural or organic?

Join us as we introduce the “Clean Label Ingredient Score” and a new industry database being built in partnership with forward thinking ingredient suppliers.  Users gain a deeper understanding into how consumers react to different ingredients in different contexts, and provide direction into the impact on their product choice behavior.

This webinar will highlight how using different ingredients or ingredient terminology can impact consumer behavior.

Learn ways to keep your business ahead of the trends.

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Webinar 6 – February 2018 “Divining 2018 – The Year of the Clean Label”

New Year’s Resolutions and other Learning from Clean Label Enthusiasts

What kind of trade-offs are they willing to make?

Date:   Thursday, February 8,  2 pm ET

Presenter
:  
Dave Lundahl, President 

It’s January and everyone is still trying to live into their new resolutions.   As we move into 2018, we were curious about how the behavior of "free-from" consumers will manifest in the New Year—consumers looking for food and personal care products with simple, healthy, "clean-label" ingredients. We've taken a look at their New Year Resolutions, and forward even further into the year, and want to share some insights and tips for future proofing your business in light of these insights.

In this webinar, you'll learn about:

  • This quickly growing consumer segment, which we call "Clean Label Enthusiasts"
  • What's happening now and what's on the horizon, so you can plan and adjust accordingly
  • Upcoming and current purchasing behaviors toward product categories
  • Research approaches to learn what trade-offs these consumers will accept

Please join us for 30 minutes on February 8th to learn ways to keep your business ahead of the trends. Presenter and InsightsNow CEO, Dave Lundahl, will share some of the newest insights into this leading edge segment's behavior and how you can apply this research approach to your innovation and marketing challenges.

We hope to see you there,
The Team at InsightsNow                                           

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Webinar 4 – November 2017 “Clean Label Enthusiasts”

Going Clean Label? Make Faster, More Informed Behavior-Based Decisions

Take a look at the "why" behind the latest food trends, and what to do about it!

Date:   Presented Thursday, November 2,  2 pm ET, 

Presenters
Dave Lundahl, CEO, InsightsNow

 Noel Anderson, Managing Partner, Mosaic Food Advisors

Clean Label Enthusiasts Community Market Research

Are you considering developing or modifying products to "clean-up" ingredient labels?

Heightened consumer “sensitivities” toward ingredients and clean labels is rapidly impacting
buying behavior. This “free-from” food movement poses many challenges to the food industry—
requiring new insights to know how to respond.

To meet this challenge, InsightsNow has established a community of Clean Label Enthusiasts- those consumers underlying the free-from movement.  Tapping into this community we have learned much about the whys underlying this movement.

In this webinar you’ll learn:

  • Key challenges as a food manufacturer in making the right decisions in the face of the free-from food movement.
  • New learnings about Clean Label Enthusiasts - what behaviors distinguish them, and why they act as they do.
  • How you can gain access to this community to speed up decision making for claims and ingredient label design, and for product design and product development.

Please join us for a webinar that will share new opportunities to ride the trend successfully by zeroing into the heart of the market with sharper focus.

 

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Webinar 2 – September 2017 “The Free-From Food Movement: Insights, Trends and Challenges”

Making business decisions for clean label ingredient development and product positioning

Please join us for our new WebinarsNow series.

Co-presenters:   David Lundahl, CEO and Sarah Kirkmeyer, Senior Director, Client Partnerships
We have seen free-from food buying behavior grow exponentially among various consumer groups—including millennials—in recent years.  As this trend in the food marketplace continues a growth trajectory, food and beverage manufactures, ingredient companies and retailers are working to respond. Consumer research provides the basis for sound business decisions when faced with these kinds of behavioral shifts in this space, and helps us identify and act upon food fads and trends.

During this webinar we will explore questions such as:

  • Should more new clean label products be brought to market?
  • Can existing products be reformulated in response to trends?
  • What ingredients are most impacted by free from buying behavior?
  • How should brands and products look at positioning for this movement?
  • What consumer groups, like millennials, are most susceptible to these trends?

This webinar was presented live September 7, 2017, but you can stream the recording after registering.

Watch Webinar recording

And we know there are even more business challenges out there surrounding the free-from food movement, so it’s survey time – this time for you instead of your consumers!

Go HERE to complete the survey.  Initial results were presented  September 7, but we still want to here from you.   We'll update and present newer responses in a later post along with current consumer behavioral research on this subject.  Please join us!            

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