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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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Webinar- Consumer Perceptions of Functional Ingredients in Food & Beverages

Consumers, Functional Foods, and Health Claims

Date:   Thursday, August 8     2 pm ET

Presenter:  Dave Lundahl, CEO

Register Here

Health claims have exploded recently for wide categories of foods & beverages.  These claims are often tied to specific food ingredients and address specific health benefits, such as for digestive, heart, bone, joint, or immune function.   With such a range, companies want to know where to focus for product innovation and labeling amid the maze of consumer demands.  Which health areas and claims are most important to consumers and affect their purchase decisions?

In this webinar we’ll explore how Clean Label Enthusiasts and general consumers view various health claims and differences between the groups.

You’ll find:

    • Which health claims are important for both Clean Label Enthusiasts and general consumers? We'll look at these claims:
      1. Promotes digestive health​
      2. Promotes heart health​
      3. Promotes bone/joint health​
      4. Increases energy​
      5. Has anti-inflammatory properties​
      6. Provides Immune Support​
    • How do these claims influence purchase decisions?
    • Which kitchen food ingredients do consumers “know” or believe provide those benefits?

We hope you can join us for the discussion first hand on Thursday. However, if you register and can’t attend, you’ll still receive access to the video afterwards.

Please register using the button above.

Join us to learn !                                 

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Webinar- The Future of Packaging in the New Trust Economy

Date:   Thursday, July 11     2 pm ET

Presenter:  Dave Lundahl, CEO

Register Here

What do consumers want and expect in product packaging now?  Besides protecting the integrity, safety, and sensory qualities of a product from production to use, what more is important to a consumer's purchase decision?

To help guide companies toward success, we recently surveyed consumers to learn their current perceptions, priorities, and desires for food packaging.

Some of these questions are:

    • What functions of food packaging are most important to you before product use?  prevent breakage or contamination, protect sensory properties (flavor, color, aroma, texture), weight, ease of opening & handling, provide long shelf-life, attractive shape, ease of storage.
    • What functions of food packaging are most important to you after product use? reducing waste for disposal, bio-degradation.
    • What types of packaging materials are most accepted, least accepted,
    • Which sources of information do these consumers trust?

This webinar shares behavioral insights uncovered from answers to these questions recently posed to consumers of their Clean Label Enthusiasts community and of the general population.

Join us to learn !                                 

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IFT19 Feed The Future!

IFT19 Feed the Future

IFT19 Annual Meeting & Food Expo

June 1 - 5, 2019

Join us in New Orleans to feed your curiosity, your business and your creativity!

Every year, we look forward to digging deeper into the science of food and consumer behavior surrounding food. We hope you can make it to IFT19 with us to collaborate, share, learn, and network—especially at our presentations listed below:

Overcoming Clean Label Challenges in the New Trust Economy


Monday, June 3; 4:15 – 5:00 PM on the IFTNEXT Stage

This interactive, TED talk style session will offer six recommendations for product developers and marketers to thrive in the new trust economy—where perception is reality and likes on social media signal trust more than marketing claims or scientific "facts" from academia or the government. 

Presenter: David Lundahl, CEO, InsightsNow

What Does Clean Mean? Overcoming GMOs & Ingredient Avoidances

Tuesday, June 4; 10:30 – 12 PM in the Convention Center 391-392

This scientific session will help product developers, sensory and consumer scientists, and food marketers gain new insights into how consumers are defining products as clean, what are the tradeoffs they will make in context of different use moments—and how trust and transparency factor into the brands they will consider. 

Presenters: David Lundahl & Greg Stucky (InsightsNow) with Mimi Sherlock (International Flavors & Fragrances), Menexia Tsoubeli (Campbells Fresh), Webb Girard (CuliNex), and Rachel Cheatham (Foodscape Group).

Building Behavioral KPIs into Food Product Decision Making


Wednesday, June 5; 1:15 – 2:45 PM in the Convention Center 260-262

This overview of behavior tools and methods will include a discussion of the impact of implicit, explicit and prospective thinking on food product choices and how consumers internalize food product experiences. 

Presenters: David Lundahl & Greg Stucky (InsightsNow) with Christopher T. Simons (Ohio State University) and Paul Connor (Emotive Analytics).

We hope to connect with innovation teams and help smooth paths of development through insights into product cues and consumer behavior overcome clean label challenges.

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Webinar- The Alternative Protein Mindset: Cultivating Consumer Trust

Consumer attitudes to alternative proteins

Date:   Thursday, May 9,  2 pm ET

Presenter:  Dave Lundahl, CEO

Register Here

What's going on with consumers and alternative protein products?

Besides vegans and vegetarians, Clean Label Enthusiasts and many general population omnivores are also opting more often for alternative proteins at meals instead of meats.  They could be motivated by health, sustainability, economic interests or a combination of these influences.  With this increasingly broad range of customers using alternative proteins, the need grows to understand their expectations, concerns, and desires from this category.

Food companies are answering the market interest with a host of new non-meat options, but have many questions about this new market. Some of these questions are:

    • What is the depth of acceptance for alternative proteins among the general population and among Clean Label Enthusiasts?
    • Which sources of information do these consumers trust?
    • Which alternative proteins are most and least accepted? How do perceptions of alternative proteins compare to perceptions of animal proteins?
    • What are the main reasons that individuals accept or avoid alternative proteins? Do consumers care most about health, taste, sustainability, affordability, or something else?
    • Which alternative protein best fits MY product category?

Snack bar with alternative proteinsInsightsNow posed these questions to their CLE community, as well as the general population, and uncovered behavioral insights to share at this webinar.

Join us to learn what we uncovered!                                 

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Webinar- Clean Label and the new Trust Economy

Transparency key to embracing the Clean Label challenge.

Speed innovation and strengthen claims using behavioral measures from the Clean Label community.

Register Here

Date:   Thursday, April 4,  2 pm ET

Presenter:  Dave Lundahl, CEO

Trust. Influence. Reputation. Accountability.

Consumers are demanding more transparency in every aspect of their lives—especially in what they and their families eat, put in their mouths, place on their skin, and breath or come into contact from within their home environments.  Join us to dive into this free-from movement where 1 in 4 consumers demand a clean label in over half of the products they buy.

Learn why perception is reality, driven by the new trust economy where likes on social media signal trust more than marketing content from large corporations or scientific “facts” from academia or the government.

Backed by 19,000 responses from US primary shoppers and a database of hundreds of thousands of behavioral measures from a community of “Clean Label Enthusiasts™,” we will offer six recommendations for how to overcome the clean label challenge for market success.

Hear case studies from industry leaders who are accelerating their learning cycles through access to behavioral measures from Clean Label Enthusiasts.  They’re confidently making ingredient and claim decisions for brands they support from KPIs generated about consumer clean label perceptions.

Please join us for 30 minutes and bring your questions.  Imagine where you can apply this research to your innovation and marketing challenges.

We hope to see you there,
The Team at InsightsNow                                           

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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?

Register to View Here

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

Register Here

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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The Society of Sensory Professionals 2018 Conference is the place to be!

Are you attending the SSP conference at the Hilton in Cleveland?

If so, we are all over the show and hope you can join us.

 

Join us to get a sneak peek at what we've been up to this past year with our Clean Label Enthusiasts™ research community and what's in the pipeline. This unique research community from InsightsNow is made up of “forward thinking” primary shoppers in a rapidly growing consumer segment—with distinct points of view about ingredients, claims and brands. The community gives you the opportunity to quickly find answers and insights to solve your business challenges—and respond in an agile and effective manner to consumer demands.     To learn more, email us at info@insightsnow.com.

Wednesday evening, we’ve got something special planned for you, starting at 8pm. We want you to join us, but there are some fun parameters – to learn more about your “password” to attend, click here.

And the fun continues!   On Friday, September 28 at 8:30am, we are hosting an SSP Workshop: “Advancing Sensory Science by Integrating Perceptual, Cognitive, and Behavioral Psychology” with Dave Lundahl, CEO & Founder, InsightsNow; Alissa Galatz, Senior Sensory Scientist, Tyson; Mimi Sherlock, Global Director, Strategic Insights, International Flavors & Fragrances; and Greg Stucky, Chief Research Officer, InsightsNow.

Click here for more information https://ssp.confex.com/ssp/2018/meetingapp.cgi/Session/1066

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