Low sugar, no artificial ingredients, low sodium and no preservatives are among the product claims shoppers seek most, according to a new report from the Food Marketing Institute.
Among consumers surveyed for FMI’s U.S. Grocery Shopper Trends 2019, 68% reported they avoid negative product attributes when shopping.
Thirty-four percent said they look for low sugar, 33% for low sodium, 33% for no artificial ingredients, 32% for no preservatives, 28% for whole grain and 27% for not bioengineered.
On the other hand, 23% of shoppers said they seek out positive attributes, per the report.
Claims that more people reported watching for this year include not bioengineered (27%, up 4 points), certified organic (19%, up 5 points), fair trade (13%, up 5 points) and gluten-free (11%, up 3 points), among others.
Certain attributes were much more interesting to older shoppers, including low sugar, low sodium, no fat, low fat, high fiber, no trans fats and low carb.
Claims that resonated more with millennials and Gen Z shoppers included natural, free-range, gluten-free and certified humane.
More than 80% of consumers surveyed said they actively look for at least one front-of-the-package claim, according to the report.