Majority of Chinese consumers check front-of-pack claims

Seven out of 10 Chinese consumers check front-of-pack claims and logos, according to the results of a new Innova Market Insights consumer survey. The news comes amid a market dynamic where Asian consumers are more conscious than ever about making responsible food choices and increasingly want to know what is in their food and how it is produced.

The study found that 88% of Chinese consumers preferred food and beverage products that claimed to be more sustainable and planet-friendly, compared with 55% in the United States and 52% in the United Kingdom. At the same time, the use of ethical human, animal, and environment claims for Asian launches had a compound annual growth rate of 54% over the 2013–2017 period.

“Asian consumers are more aware than ever of the ingredients and claims appearing on labels, particularly those on front of pack,” said Lu Ann Williams, director of innovation at Innova Market Insights. “This is predominantly driven by their strong concern for food safety following several food scandals in the region relating to undisclosed contamination.”

Clean label claims, such as organic, no preservatives, and all natural, are some of the fastest growing in the region, with Innova Market Insights data indicating that no additives/preservatives was the leading health claim for Asian dairy products and the No. 3 positioning overall in 2017, used for 16% of launches. Other health claims are also popular, with low fat and digestive/gut health used for 12% of launches each, and there is also growing use of protein content, energy/alertness, and added calcium claims, as well as ongoing interest in vitamin and mineral fortification.