Balancing Value and Cost: How to Appeal to Food Consumers Looking for Healthier Food at Reasonable Prices

Today’s consumers are paying close attention to how their foods are being manufactured. Scrutiny of processed foods continues to intensify and drive purchasing decisions as shoppers look more closely at the ingredients, nutrition facts, and production methods of their food and beverages.¹ 

Looking into the future, processing-based buying decisions will only continue to grow. In fact, as shown by the trajectory of consumers’ interest in clean label, by 2030 consumers will have defined their preferences for the levels of processing they feel are acceptable in their diets.¹ To adapt to this emerging trend, brands can appeal to consumers with clean label formulations using ingredients that make for an approachable, recognizable ingredient list and extend shelf life, therefore minimizing necessary processing. 

What Does Less Processing Mean to Consumers?

According to recent surveys conducted by the International Food Information Council (IFIC), one in five American consumers say that eating fewer processed foods is one way to eat healthier. However, 70% of the consumers surveyed reported that they don’t completely understand what processed food really is.²  This uncertainty has led consumers to believe that less processing means shorter ingredient lists comprised of non-chemical sounding ingredients. While “less processed” processed foods might be a conundrum for manufacturers, they can still please this segment of consumers by replacing synthetic ingredients with clean label alternatives that fit consumer perceptions.

Healthier Food Choices are Dependent on Cost

Consumers looking to make healthier food choices are more likely to equate less processed foods with cleaner and simpler labels—but are they willing to pay the price? IFIC Food Health Surveys shows that 76% of consumers say price is impactful on their food purchase decisions.³ With food prices already high, it is difficult for some consumers to pay extra for healthier foods. Purchase drivers are highly dependent on income, especially for healthier choices. Healthfulness is a key driver for 55% of consumers in lowest income households, but 75% for those with the highest household income.³

Common Clean Label Ingredients

Synthetic ingredients like BHA, BHT, and TBHQ are typically used to help prevent lipid oxidation and preserve the freshness of meats, snack foods, fats, and other high fat foods. Rosemary extract (Rosmarinus officinalis L.) is a clean label, common alternative to synthetic antioxidants, declared as either Rosemary extract or natural flavor, according to FDA regulations.⁶ We know finding the right supplier can be challenging. At Kemin, we partner with expert growers to raise more than 1,100 acres of rosemary for use in human food. We maintain sustainable cultivation methods including managed life cycles, minimal inputs, and good agriculture practices.

Processed meats have been under scrutiny for years due to the harsh processing techniques and chemical additives. The ingredients targeted as bad include nitrites, phosphates, and other curing salts due to their high sodium content and link to increased cancer risk.⁷ These concerns have led to an increase in clean label and healthier ingredients including buffered vinegar as an alternative to traditional curing salts. These vinegar-based ingredients can reduce the total sodium content and provide the needed food safety. In addition, new functional proteins like Protues® can be used to improve processing yield similar to traditional phosphates, without negatively impacting texture or flavor—all with a clean label.⁸

Meet Consumer Demands with Kemin Clean Label Ingredients

At Kemin, we strive to help our customers create food products that present the freshest looking, most appealing appearance and color possible. Consumers have higher expectations regarding cleaner labels and recognizable ingredients in the products they buy for themselves and their families. We can help provide the ingredient solutions you need to be successful in this challenging market.

Subscribe To Our Blog

References:

1 Mintel 2024 Global Food & Drink Trends

2 https://progressivegrocer.com/are-consumers-avoiding-processed-foods

3 https://foodinsight.org/wp-content/uploads/2024/06/2024-IFIC-Food-Health-Survey.pdf

4 https://www.nerdwallet.com/article/finance/price-of-food   

5 https://www.washingtonpost.com/business/2024/07/11/pepsi-conagra-food-prices-inflation/ 

6 https://www.fda.gov/food/food-additives-petitions/food-additive-status-list 

7 https://www.healthline.com/nutrition/why-processed-meat-is-bad

8 Internal Study, SD-24-26788