Survey: More Juice Drinkers Consider Labels, Ingredients

bottled-juices-store-shelfYouGov, a London-based market research firm, conducted a recent survey that indicates the growing preference of juice drinkers to pay closer attention to labels and ingredients.

The survey covered more than 2,200 Americans and found the following information:

  • More than half of the survey respondents assume that something has been added to the juice they buy.

  • 78 percent read juice labels at least sometimes and 54 percent read the labels often or always. 9 percent never read juice labels.

  • 32 percent read juice labels to ensure they don’t buy juice from concentrate.

The survey also points toward a well-rehearsed idea in the better-for-you food and beverage industries: consumers are increasingly seeking transparency and an understanding of what they’re purchasing.

  • 64 percent read labels to see the sugar content of the juice they buy.

  • 89 percent say the natural sugars in juice are good for you.

  • 80 percent believe fruit and/or vegetables should be the main ingredient of a juice drink.

  • Parents of children under 18 years old are 25 percent more likely than people without children to strongly believe that juice should contain only fruits and/or vegetables.

  • Americans don’t trust the following ingredients: high-fructose corn syrup, other forms of sugar (such as anything ending in “-ose,” artificial sweeteners, and generally anything they can’t pronounce.

  • 7 percent don’t care what’s in their juice as long as it tastes good.