In addition, participants indicated they are overwhelmed with constantly changing information from the news media about health claims and concerns, and rely more on their own faculties and common sense to evaluate and select foods. Participants also discussed labeling concerns. They rely mainly on the Nutrition Facts panel for their information, looking for familiar terms. Group members said that if the label contains a long list of ingredients they identify as synthetic, or an additive, preservative or filler, this will more than likely discourage purchase of that item. Although there are some dairy ingredients consumers do not recognize, they expressed positive feelings about the dairy ingredient category.
Consumers recognize the inherent natural goodness of dairy.
Dairy ingredients offer two major benefits to food formulators. First, they provide a host of positive messaging opportunities for the nutrition facts panel because they offer formulators a natural source of calcium, vitamins, protein and other nutritional benefits. Secondly, food manufacturers can fulfill consumer expectations for a clean, more natural label by using dairy ingredients. DMI is following up this focus group survey later this spring with more in-depth, quantitative consumer research designed to determine factors influencing consumers' food purchasing decisions and their opinion of dairy ingredients.