Consumer preferences for foods with clean labels and new food technologies

Foods with “clean labels,” that is, foods with few ingredients, may mitigate the stigma from the lack of healthfulness in processed food products. However, with conventional technologies, clean labels are difficult to achieve. We conducted a survey, including choice experiment scenarios, in which half of the respondents were presented scenarios to purchase a shelf‐stable ready meal with a clean label/fewer ingredients, and the other half were presented scenarios including the clean label/fewer ingredients and a new technology that allows for processed foods to be produced with fewer ingredients. In general, respondents were willing to pay a price premium for the clean label and the new food technology used. However, such preferences were heterogeneous. In the version of the survey that did not include the type of technology, the classes were “clean label incredulous,” “moderate believers in clean labels,” and “strong believers in clean labels.” In the survey version including the type of technology, the classes were “clean label indifferent and technology takers,” “moderate believers in clean labels and technology indifferent,” and “strong believers in clean labels and technology indifferent.” Our findings underscore the importance of providing consumers with information about a new technology and the resulting benefits to reduce perceived risks and increase consumer acceptance.