Ingredients lists on foodstuffs: What do women watch out for?
You surely do not have the time to study the ingredients lists of all products in detail. And often purchases are habitualized and you (think to) know, what is in it. But how about the first time you purchase a product? What do women look for when buying a previously unknown product?
We have investigated this – exemplary for the categories fruit yoghurts, cold cuts, chilled and frozen convenience food.
Almost every other women at least scans the ingredients list when buying a new product for the first time, every fifth reads it in detail. There are only little differences between the researched product categories. In comparison cold cuts are least sensible – women pay the least attention to the ingredients.
Our study clearly shows: in particular women with a higher education and higher income are sensible to ingredients and supplements. Surprisingly women with children are not exceedingly heedful as buyer.
If you would like to know to what ingredients most attention is paid send as an e-mail to request our short presentation.