Food is one of the most important parts of our daily life. In the following survey report, Nielsen will provide a close look at consumers’ attitudes towards food and provide insights on how best to interact with your customer.

Purchase Influence of Product Claims

According to the survey by Nielsen, 43% of respondents worldwide say their purchase intentions will be influenced by claims indicating whether the products contain Genetically modified organisms (GMO), are ‘All natural’, or make other similar food safety related claims.

With the continued development of food science and technology, genetic modification has allowed us to make improvements to our food, such creating a crop that is resistant to pests or harsh weather. However, according to the survey, consumers prefer more natural and less modified foods. Food safety is a key issue for consumers at the moment, with very close attention paid to ingredients. The majority of respondents said that they prefer GMO free and natural products and as few artificial colors or flavors as possible. Moreover, respondents in Taiwan are relatively more concerned with ‘Portion control’. Only one country in the survey found this attribute more important than Taiwan respondents.

These findings suggest that consumers in Taiwan are looking for ways to improve the convenience of their eating habits. If manufactures can provide products with portion-controlled packages to consumers, they won’t need to calculate the amount of what they eat. Waste from both consumer and manufacturer will be prevented by simply reducing the size of the package.    

Paying a Premium

In order to alleviate the concerns of the consumers, producers continue to add claims to their products. ‘Natural’ and ‘Organic’ are the most appealing factors, with 40% of respondents worldwide willing to pay premium value for products with these claims. In Taiwan, this ratio declined to 30%, perhaps because respondents are no longer willing to pay more, despite still feeling these are important attributes. However, consumers in Taiwan are willing to spend more on products made from real vegetables, fruits and GMO free ingredients. The percentages of respondents that find ‘vegetables, fruits and GMO free’ and ‘natural and organic’ important, suggest that these are perceived as very similar attributes.

A Preference for Natural

When asked how they would change their purchase habits in the next 6 months, nearly 40% of respondents said they would purchase more vegetables and fruits. 20% of respondents plan to buy more fish and seafood. Besides vegetables and fruits, 13% of respondents in Taiwan said that they will buy more ‘nuts and seeds’ in the following 6 months. One of the reasons for this may be many consumers’ tendency to consider nuts and seeds as natural, and therefore relatively healthy.

According to Nielsen’s retail measurement data, sales of nuts have seen significant growth in recent years. This reinforces the idea that consumers prefer natural products, rather than those with artificial flavors or colors.  

To learn more about “What do you think about your Food” online shopping behaviour, please click the “request report download” button in the right column.


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