Meals are less fun for many people. That's the conclusion of a survey by Daymon Worldwide, which found 40% of people are enjoying their meals less because they are concerned about the safety and quality of the ingredients. This apprehension has many consumers actively seeking stores that offer product alternatives, according to Daymon.
Pesticides, fertilizers, additives and preservatives, and other ingredients that might cause cancer were the top worry. Other top-ranked concerns included high mercury levels, GMOs, and dangerous bacteria. Parents were particularly troubled about what they perceive as the possible harmful effects on their children’s development.
Some large food companies, such as General Mills and Kellogg, are already adapting to some consumer anxieties by announcing new products, including ones with no artificial ingredients. Consumer concerns are driving the switch to natural sweeteners from high fructose corn syrup, removal of partially hydrogenated oils, gluten, and other food allergy labeling, and the removal of artificial colors and flavors, according to a statement by Chris Muller, professor of the practice at Boston University's School of Hospitality Administration. Muller noted, "The entire food industry, both restaurants and supermarkets, is very concerned about public perception of the quality of the food they provide."
Ingredient suppliers leading the way
However, overall large food manufacturers are slow to change, according to Peter Cicero, director of culinary and beverage sciences at Capjem, a food R&D and consulting company. Cicero sees the most change coming from companies in smaller niche markets, especially in the use of leading edge natural preservatives.
Cicero noted that large food companies that produce end consumer products tend to be set in their repeatable production methods, while flavor and ingredient manufacturers are leading the way in developing healthier alternatives. He sees these ingredient companies creating robust programs that hold suppliers to a high safety and quality standard. In turn, the healthier ingredients are pushing their way into the products of major food companies.
What do people really want?
While many sources indicate the trend is healthier eating, some studies have found that people don't necessarily put that desire into practice. Cicero agrees, noting that although people want to eat healthier, they often aren't willing to give up the taste and other characteristics of favorite childhood foods for healthier alternatives. He said that in Capjem studies that involve bringing consumers into a food lab, nine out of 10 of them choose the Cheetos from their childhood over a healthier updated version of the snack.
This finding is important because large food manufacturers will follow consumer dollars, whether those dollars buy old favorites or new healthier options. And 25% of consumers are willing to pay a 10% premium for healthier options, according to The 2015 American Pantry Study from Deloitte.
Food safety
In addition to concerns about unhealthy ingredients, food safety is a big issue, with recent high-profile cases such as listeria at Blue Bell creameries and a Kraft recall of macaroni and cheese containing metal pieces. The Justice Department announced it is cracking down on food safety infractions, highlighting the importance that companies develop safety procedures and react quickly to any problems that develop.
In a presentation titled Food Safety Issues on the Horizon at the 2014 Apple Outlook and Marketing Conference, Robert E. Brackett, vice president and director of the Institute for Food Safety and Health at Illinois Institute of Technology, outlined six parts of developing an effective food safety plan: Hazard analysis, preventive controls, monitoring procedures, corrective action, verification, and recordkeeping.
Brackett's presentation focused on an increased emphasis on preventative vs. regulatory compliance. To shift the emphasis, he stated companies will need to change the way they think in terms of compliance and brand protection.
Cam MacKugler, founder and CEO of Seedsheet, warns in a statement about food safety in the 21st century, "Ingredient providers should be terrified if they have a manufacturing process or formulation that isn't stable and safe, because privacy is gone."