Taste is still more important than price

My two blogs this week are drawn from research in the US newsletter Beverage Digest.

The first is about consumer priorities and is based on a web survey of 1,057 American adults by the International Food Information Council Foundation.

Despite the current economic pressures, 87% of consumers rate taste as being of great importance when making buying decisions, compared to 73% for price, 61% for healthiness, 53% for convenience and 35% for sustainability.

Taste has consistently come out on top since the survey was first conducted in 2006. Then price was rated by 64% and it peaked at 79% in 2011.

Among other insights, the survey found that expiry dates are the most important feature on the label, followed by nutrition panels.

51% say they try to limit or avoid sugar and 29% try to limit or avoid low-calorie sweeteners.

Richard Hall is chairman of Zenith International

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