Europeans Look for Confectionery Free from Artificial Additives

Naturalness is a key factor when consumers from the largest five European economies choose fruity gums, lollies and other products from this category.

A recent study shows that 37% of Europeans specifically look for confectionery free from artificial additives such as colorants. At the same time even the most critical candy lover seeks appealing sweets with vibrant colors.  

On the other hand, 58 per cent from these consumers would pay more for confectionery without artificial additives. 

The online survey was conducted in 2014 by Innofact AG (Düsseldorf, Germany) on behalf of the GNT Group. For the consumer survey 5,000 people aged 18-65 across five European markets (France, Germany, Italy, Spain and the UK) were interviewed.
For this reason, GNT Group decided to showcase its products from natural raw materials covering almost all shades of the rainbow – and suiting nearly any occasion at ProSweets Cologne, to be held from February, 1- 4.
The company explains that their Exberry Colouring Foods are exclusively made from fruits, vegetables and edible plants. At ProSweets visitors will have the opportunity to test the GNT products themselves.

“European consumers are reacting more and more sensitively to the use of additives. They are deliberately opting for products whose constituents they know and understand”, states Dr. Hendrik Hoeck, Managing Director of the GNT Group.

“One of our most recent studies shows that only nine per cent of Europeans approve the use of colorants, but almost sixty per cent want foods and beverages to be colored only with other foods. Natural options have therefore become an important buying criterion resulting in an extremely valuable competitive advantage for manufacturers.”