Free-from claims spell confusion for Canadian consumers

Free-from foods and beverages might be popular among Canadian consumers, but new research from global market research firm Mintel reveals that trust barriers and confusion exist over free-from products. While four out of five Canadians buy foods with free-from claims, 65 percent of surveyed Canadians agree that free-from claims are a way for companies to charge more. What’s more, 46 percent of surveyed Canadians agree that many free-from foods are a short-term fad, but 49 percent say they are more likely to buy products with free-from labels.

While two-thirds (68 percent) of surveyed Canadians report that they are well-informed on what ingredients are not good for them, the broadness of the free-from category can cause confusion for consumers who perceive certain claims as implying that foods containing the absent additives and ingredients are detrimental to their health, Mintel stated.

The top claims on food products purchased by Canadians are trans-fat-free (54 percent), fat-free (48 percent) and preservative-free (46 percent). These health-linked claims align with consumer attitudes, as 59 percent of free-from consumers agree that free-from products are healthier to eat or drink, Mintel said. Another 52 percent agree that these products help them address specific health issues, with one-third (31 percent) of Canadians agreeing that certain ingredients will cause disease later in life.

Although 80 percent of surveyed Canadians purchase free-from products, just 22 percent agree that free-from claims are an important purchasing factor, Mintel said. In fact, aside from price, ingredients (75 percent) and freshness (73 percent) are the most important factors for consumers.

“Mintel research suggests that while Canadians are adding free-from foods and beverages to their diets, consumers overwhelmingly choose ingredients and freshness as their top consideration when purchasing for the home,” said Joel Gregoire, senior food and drink analyst with Mintel.

Gregoire notes that consumers are willing to buy free-from products even though they might perceive the claims to be a marketing ploy. So product marketers should invest in communicating these products' benefits "beyond placing labels on packaging, particularly around claims that offer tangible health benefits." By doing so, they will be able to "bridge the trust gap."

Compared to U.S. millennials (aged 18-34), who are the most likely generation to purchase free-from products (83 percent), Canadian millennials are the least likely generation to do so (79 percent), with baby boomers (aged 55+) leading purchases at 83 percent, Mintel said.

“While Canadian millennials are currently the least likely of all generations to adopt free-from products into their diets, as they age, and move into their ‘family years,’ they will likely show increased interest. Additionally, their perceptions of these foods and beverages will likely start to more closely align with those of Gen Xers in many cases,” Gregoire said.