What consumers want (it's not what you think)

Forget reduced fat: it’s reduced sugar and reduced salt that consumers want. But it seems that what’s on our shelves is yet to catch up with what consumers are looking for.

While more than 50% of US consumers rated sodium and sugar reduction as an important food attribute - over calorie, carbohydrate and fat reduction - US shelves are full of low-fat products, says Lynn Dornblaser, Director, Innovation & Insight for Mintel.

“In the US market, it’s all about low- or no-fat claims. Products that make a low-sugar, low-calorie or low-sodium claim are less prevalent,” said Dornblaser in a panel discussion at the 2014 Institute of Food Technologists (IFT) Annual Meeting and Food Expo in New Orleans.

Dornblaser says this is interesting, given that many US manufacturers have been “quietly and slowly” reducing sugar and salt levels because they know consumers look for this information on the back of packs. However, few manufacturers are openly advertising this.

However, “most consumers know that less sodium means less taste”, Dornblaser says. As a result, many products are now promoted as being low in sodium but still tasty, such as products that tout, “less salt, more herbs”, or “much less sodium, much more flavour”.

“Consumers look to flavour first, health attributes second,” said Dornblaser. “Any [food producer] has to keep that in mind. Consumers aren’t afraid of sugar or salt, they’re afraid of too much sugar or salt. The way to do that overtly and covertly is reduce when you can. Consumers do look at the nutrition statement.”

In the same panel discussion, Joanne L Slavin, a professor in the Department of Food Science and Nutrition at the University of Minnesota, told attendees that the 2015 US Dietary Guidelines are expected to once again recommend lower levels of sugar and salt in food. She also anticipates continued “movement towards wholefoods and away from nutrients”, and references to trending topics “such as sustainability, gluten, vegan diets and food processing”.