clean label research community behavior report
TRANSCRIPT
Clean Label Research Community Behavior Report
Issue S2Clean Label Enthusiasts®& Supplements
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The free-from food movement is a multi-billion dollar shift in consumer behavior that is impacting companies within the consumer packaged goods industry. To know how to effectively respond to this movement, InsightsNow has launched a long-term research initiative applying behavioral science to generate insights for faster, more informed clean label decisions. Please read on to find the results of our 4th Quarter 2019 Report on Clean Label Enthusiasts & Supplements.
Section 1: p. 3: Overview & Study Detailsp. 4: Summary of What We Learned
Welcome to the Clean Label Enthusiasts® Quarterly Report
Section 2:p. 5: What Does it Mean to Have a Clean Label in Supplements?p. 6: How Would CLE Change Supplements to Improve Them?p. 7: Implicit/Explicit Test™ Methodologyp. 8: Flavor & Flavor Carriersp. 9: Naming Active Ingredients in Tabletsp. 10: Protein Sources in Powders & Bars
Section 3:p. 11: How Do You Find Out Whether an Ingredient Has a Benefit?p. 12: Sources of Benefitsp. 13: Types of Healthcare Providersp. 14 Supplement Brands & Retailersp. 15: Letter to Subscribers
Clean Label Enthusiasts® & SupplementsOverview:Clean Label Enthusiasts (CLE) are a behavioral segment, differentiated by their attitudes and avoidances of products with artificial ingredients and other additives that they believe are unhealthy. They tend to read ingredient labels and avoid brands due to these concerns. CLE comprise 27% of the US general population.
Not only do CLE tend to read labels, they exhibit concern about chemicals and avoid "unhealthy" brands. All CLE shoppers state that clean label concerns impact their shopping choices, versus only 22% of Non-CLE shoppers. 76% state that they avoid buying brands to avoid “bad/unhealthy ingredients” versus 22% of Non-CLE.
Study Details:We conducted 2 waves of online surveys with 453 Clean Label Enthusiasts. Participants completed a questionnaire that examined how, why, and in what forms they consume supplements such as multivitamins. They also completed an Implicit/Explicit Test™ to gauge their perceptions of various excipients in supplements.
©2019 InsightsNow CLE Supplement Behavior Report 3
Summary of What We Learned When asked to describe ”What you believe it means to have a clean label in supplements, and why
having a clean label is or is not important to you personally”, CLE focus on avoiding bad ingredients, trust and reassurance, and seeking out beneficial ingredients.
When asked ”What one thing do you wish companies would change about the supplements they make or sell?”, CLE emphasize ingredient quality, and companies being trustworthy and keeping their consumers informed.
CLE found cocoa, honey and vanilla bean to be the most acceptable flavors. On the other hand, CLE rated high fructose corn syrup, aspartame, and erythritol as the least acceptable flavors.
Clean Label Enthusiasts® found turmeric and rice extract blend to be the most acceptable active ingredients in tablets, while they found metafolin and chitin to be the least acceptable.
CLE reported that sunflower seed protein, chia seed protein, and hemp protein were the most acceptable protein sources in powders, while pea protein, sunflower seed protein, and chia seed protein were the most acceptable protein sources in bars. Lupin flour, on the other hand, was rated as least acceptable in both powders and bars.
When they wish to find out whether an ingredient has a health and wellness benefit, CLE tend to do an internet search 48% of the time. Besides an internet search, the most common way for CLE to find out whether an ingredient has a benefit is to read the label and/or any certifications it has. Only 2% of CLE don’t tend to do any research about whether an ingredient has a particular benefit.
Over half of CLE get health and wellness benefits from unprocessed foods such as fresh fruit or vegetables, and almost half of CLE also get benefits from naturally sourced supplements. On the other hand, a very low percentage of both CLE and Non-CLE get their health and wellness benefits from added ingredients in processed foods or beverages.
©2019 InsightsNow CLE Supplement Behavior Report 4
What Does It Mean to Have a Clean Label in Supplements?
©2019 InsightsNow CLE Food Behavior Report 5
When asked to describe ”What you believe it means to have a clean label in supplements, and why having a clean label is or is not important to you personally”, Clean Label Enthusiasts®
focus on avoiding bad ingredients, trust and reassurance, and seeking out beneficial ingredients. This data suggests that companies that wish to cater to CLE should emphasize the quality of the ingredients in their products, which in turn provides consumers with reassurance that those products can be trusted.
Avoid Bad Ingredients
Trust and Reassurance
Seek Beneficial Ingredients
41%
38%50%
Other 13%
Avoid Bad Ingredients Trust and Reassurance Seek Beneficial Ingredients
No chemicals 19% Know what’s going into body 13% All natural 20%No harmful ingredients 12% Familiar ingredient names 11% Healthier 12%No artificial 12% Understandable 9% Actually provide benefits 5%No GMOs 10% Short ingredient list 6% Quality ingredients 4%No additives 7% Pure/uncontaminated 5% Whole ingredient/unprocessed 3%No preservatives 5% Safe 4% Real 2%No fillers 4% Trust/Honesty 4% Sustainable 2%No dyes 4% Ingredient sourcing information 4%Not containing specific ingredients 2%
Avoid interactions with medications/side effects 2%
No sweeteners 2% Ethical 2%No gluten/allergens 2% Peace of mind 2%No animal products/vegan 2%
The Trustworthy & Informed category are consumers who want changes to the information provided about supplements. Some are struggling to understand the information presented due to the size and jargon. Others feel like the labels do not provide the information they need to know. There are also concerns about what is being hidden or if they are even able to trust what companies claim regarding the contents.
How Would Clean Label Enthusiasts® Change Supplements to Improve them?
©2019 InsightsNow CLE Food Behavior Report 6
When asked ”What one thing do you wish companies would change about the supplements they make or sell?”, Clean Label Enthusiasts discuss the 3 general categories.
Trustworthy & InformedUnderstandable/clear 10%
Transparency 8%
Honesty 8%
Improved regulation/testing 5%
Easier to read/larger font 3%
Ingredient sourcing/expiration 3%
Clearer doses 3%
List ingredients 2%
Side effects/risks 2%
State benefits 2%
More information 1%
Scientific evidence 1%
IngredientsRemove chemicals/artificial 7%
Clean Label 6%
Natural/organic 6%
Remove fillers/additives 5%
Remove other 5%
Simple/few or familiar ingredients 4%
Safe/no harmful ingredients 3%
Remove sugar or fake sugar 2%
Better ingredients/quality 2%
Remove GMOs 2%
Pure/uncontaminated/non allergic 2%
OtherOther 18%
Less expensive 15%
Form/size 3%
Effective 2%
Taste 2%
41%
33%
37%
The Ingredients category are consumers who want changes to the ingredients used in supplements. Most want natural products without harmful ingredients or chemicals.
About 15% of Clean Label Enthusiastsstated that supplements should be more affordable.
Implicit/Explicit Test™ Methodology
©2019 InsightsNow CLE Supplement Behavior Report 7
In order to measure CLE consumers' reactions to various excipients in supplements, we conducted an Implicit/Explicit Test™. Participants were shown a list of excipients, one at time, and asked to select "OK" or "Avoid" as quickly as possible. Their choice and reaction time were used to calculate an implicit score for each excipient. Higher implicit scores indicate that participants were more likely to implicitly accept an excipient, while lower implicit scores indicate that they were more likely to implicitly reject an excipient.
Flavors & Flavor Carriers
©2019 InsightsNow CLE Supplement Behavior Report 8
Our study demonstrated that Clean Label Enthusiasts® found cocoa, honey and vanilla bean to be the most acceptable flavors. On the other hand, CLE rated high fructose corn syrup, aspartame, and erythritol as the least acceptable flavors. This research suggests that the latter three ingredients (along with other low-scoring ingredients such as sucralose and artificial flavor) should be avoided in supplements that aim to appeal to CLE.
9186
858484
817979
7878
7777
7473
7271
706969
6868
6665
62606060
5750
4948
4644
4139
3737
3634
31303030
28272727
2525
2323
2222
212020
1916
13
0 20 40 60 80 100
CocoaHoney
Vanilla BeanVanilla ExtractCocoa Powder
Natural Vanilla FlavorOrganic Flavor
Natural FlavorsBanana Puree
Sea SaltNatural Chocolate Flavor
Natural Strawberry FlavorOrganic Certified Flavor
Coconut Water ConcentrateApple Juice from Concentrate
Orange Juice from ConcentrateRice Protein
Carrot Juice from ConcentrateAgave Nectar
AgaveOrganic Cane Sugar
Monk FruitBrown Sugar
Monk Fruit ExtractCane Sugar
SteviaMonk Fruit Concentrate
Stevia Leaf ExtractVanillin
SaltSugar
Tapioca StarchNatural & Artificial Flavor
Alkalized CocoaCarob Bean Gum
DextroseLocust Bean Gum
Gum AcaciaTapioca Maltodextrin
SorbitolEthyl Vanillin
XylitolMaltodextrin
MaltitolFructose
Gum ArabicLuo Han Guo
SucroseOligofructose
MSGCorn Syrup
Sodium ChlorideAcesulfame-k
Acesulfame PotassiumArtificial Flavor
SucraloseErythritol
AspartameHigh Fructose Corn Syrup
Clean Label ScoreFlavors & Flavor Carriers
Active (Functional) Ingredients in Tablets
©2019 InsightsNow CLE Supplement Behavior Report 9
Just because an ingredient is active (functional) does not ensure it will be perceived as acceptable in a tablet. Clean Label Enthusiasts® found active ingredients from natural sources such as turmeric and rice extract blend to be more acceptable that those with chemical sounding names. Curcumin showed reduced acceptance – possibly due to lower awareness. Clean Label Enthusiasts found Metafolin and Chitin to be even less acceptable. To ensure acceptance for active ingredients, use names that are perceived to be from natural sources and target consumers that are aware of the functional benefits.
85
61
48 45
26 25 23 21
0
10
20
30
40
50
60
70
80
90
Turmeric Rice ExtractBlend
Curcumin MagnesiumCarbonate
Actifolin AscorbylPalmitate
Metafolin Chitin
Clea
n La
bel S
core
Naming Active Ingredients in Tablets
Protein Sources in Powders & Bars
©2019 InsightsNow CLE Supplement Behavior Report 10
Clean Label Enthusiasts® reported that sunflower seed protein, chia seed protein, and hemp protein were the most acceptable protein sources in powders, while pea protein, sunflower seed protein, and chia seed protein were the most acceptable protein sources in bars. Lupin flour, on the other hand, was rated as least acceptable in both powders and bars. These ratings offer insights into which ingredients should be avoided in supplements that wish to cater to Clean Label Enthusiasts.
81 80 80 78 78 77 75 74 73 72 71 70 69 69 68 6763
57 5451
4440 37
0
10
20
30
40
50
60
70
80
90
Clea
n La
bel S
core
Protein Sources in Powders
9586 84 81 81 79 78 78 76 75 71 69 69 68 65 61
54 5246
0102030405060708090
100
Clea
n La
bel S
core
Protein Sources in Bars
How do you find out whether an ingredient has a personal health and wellness benefit?
©2019 InsightsNow CLE Food Behavior Report 11
48%
24%
12%9% 9% 7% 5% 4% 4% 4% 3% 2% 2%
0%
10%
20%
30%
40%
50%
60%
How I Find Out Whether Ingredient Has Benefit
When they wish to find out whether an ingredient has a health and wellness benefit, Clean Label Enthusiasts® tend to do an internet search 48% of the time. Besides an internet search, the most common way for CLE to find out whether an ingredient has a health and wellness benefit is to read the label and/or any certifications it has. Only 2% of CLE don’t tend to do any research about whether an ingredient has a particular benefit. These results are important because they suggest that food and ingredient companies should strive to be aware of the information that is widely disseminated online about their products, as such information is likely to influence consumers’ perceptions.
Sources of Benefits
©2019 InsightsNow CLE Food Behavior Report 12
Our study found that over half of Clean Label Enthusiasts® get health and wellness benefits from unprocessed foods such as fresh fruit or vegetables, and almost half of CLE also get benefits from naturally sourced supplements. On the other hand, a very low percentage of both CLE and Non-CLE get their health and wellness benefits from added ingredients in processed foods or beverages. These findings suggest that consumers of the future will seek out unprocessed foods, and supplements from natural sources, as much as they can.
56%
28%
12%
47%
26%
3%
37%
29%
13%
37%
22%
2%0%
10%
20%
30%
40%
50%
60%
Unprocessed foods(e.g. produce)
Natural ingredients inprocessed foods or
beverages
Added ingredients inprocessed foods or
beverages
Supplements fromnatural sources
Supplements withadded ingredients
Other (Please Specify)
Sources of Health and Wellness Benefits
CLE Non-CLE
Types of Healthcare Providers
©2019 InsightsNow CLE Supplement Behavior Report 13
48% of Clean Label Enthusiasts® have at least some of their supplements recommended or prescribed by a healthcare provider. Those CLE are most likely to get a recommendation or prescription for their supplements from a Doctor of Medicine (MD), pharmacist, or nurse practitioner. This suggests that MDs are the best source for supplement makers to target if they wish to market their supplements to CLE.
60%
19% 16% 15% 13%8% 5% 5% 5% 5% 4% 3% 2% 2% 2%
0%10%20%30%40%50%60%70%
What type of healthcare provider recommended or prescribed supplements to you?
Supplement Brands and Retailers
©2019 InsightsNow CLE Food Behavior Report 14
When asked to report the brands of supplements purchased and the retailers where shopping for supplements, Clean Label Enthusiasts® called out a wide variety of brands. The top performers were Nature Made, Nature’s Bounty, and Centrum. They reported shopping at Walmart, Amazon, and general pharmacies. Only a small subset went somewhere specialized.
1%1%1%1%1%1%1%1%1%2%2%2%2%2%2%3%3%3%3%4%4%4%4%5%5%5%6%6%
10%12%13%
23%
0% 5% 10% 15% 20% 25%
Doctor's BestAlive
Life ExtensionMuscle MilkEmergen-C
Nature's OwnRite Aid
Great ValueSolgar
Nature's BestWalgreens
JarrowSundown
Garden of LifeOlly
EquateNow
Nature ValleyVitacost
CVSVitafusion
SwansonKirkland/Costco
Spring ValleyNature's Way
GNCPuritan's Pride
One a DayCentrum
Nature's BountyOther Store Brand
Nature Made
Supplement Brands
1%
1%
2%
2%
2%
2%
2%
3%
3%
4%
4%
4%
4%
5%
5%
7%
7%
9%
15%
15%
24%
27%
32%
49%
0% 20% 40% 60%
Dollar Tree
Publix
Vitamin World
Albertsons
Meijer
Shoprite
Dollar General
Sprouts
Ebay
Vitacost
Whole Foods
Swanson
Vitamin Shoppe
Kroger
Puritan's Pride
Sam's Club
Rite Aid
Costco
Target
GNC
CVS
Walgreens
Amazon
Walmart
Retailers for Supplements
©2019 InsightsNow CLE Supplement Behavior Report 15
To our valued subscribers:
We thank you for subscribing to the Clean Label Enthusiasts® Behavior Report and are excited to provide this issue of our CLE Behavioral Report on Supplements. We look forward to providing additional insights through subsequent issues to help you achieve more rapid informed clean label supplements decisions.
As always, we welcome your input about how future issues can be of further value in helping you overcome the challenges of the clean label movement.
Sincerely,
Dave Lundahl, Ph.D.CEO, InsightsNow, Inc.
Published 4th Quarter 2019