Nearly two out of three consumers say that ingredients have at least a moderate influence on their food and beverage purchases, (according to research from the International Food Information Council (IFIC)) and they try to choose foods made from clean ingredients, which many define as “not artificial or synthetic” , followed by “organic,” "fresh," “something they know is nutritious” and "natural. "Almost half consider themselves as clean eaters, with “eating foods that aren’t highly processed” being the top definition and 21% of shoppers are aiming to avoid what they perceive as potentially harmful effects of chemical-sounding ingredients while 18% are concerned about the potential side effects of unfamiliar ingredients, according to the IFIC survey.
