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Global Studies - Decision factors eat drink

Decision factors on what to eat and drink

Low-sugar and GMO-free are top factors when deciding what to eat or drink

We asked 23,000 consumers online in 17 countries how important certain factors are, from a given list, when deciding what to eat or drink.

  • Nearly half of consumers rate “low sugar or sugar-free” and “free from GMO ingredients” as very or extremely important, when deciding what to eat or drink
  • Organic, pro-biotic, fortified and gluten-free products are more important to people aged under 40
  • Income has some effect on people’s ratings, but gender does not
  • Chinese are the most selective on what to eat and drink, out of 17 countries surveyed 

Use the form on the right to download the complimentary report showing results in detail for each country, and here are some highlights:

Chinese are the most selective on what to eat and drink, out of 17 countries surveyed 

In eight out of the nine decision factors researched, China tops the list for having the highest percentage placing importance on that item, when deciding what to eat or drink. The exception is for locally produced products, where Italy takes the lead.

Organic, pro-biotic, fortified and gluten-free products

Products which are organic, fortified with vitamins or minerals, pre- or pro-biotic or gluten-free are more important amongst people aged under 40 years old than amongst those aged 40 plus. 

People aged 30-39 are the most selective, compared to other age groups

The most selective food and drink shoppers are those aged 30-39 years old. This group nearly always has the highest percentage rating each of the factors as “very” or “extremely” important.

Get your complimentary report: results for all 17 countries:

Download our complimentary report of 80+ charts to see results for all 17 countries, by key demographics:
Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.

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