Mastering the Art of Preservation
Tailor your tactics to satisfy diverse consumer needs
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Food Protection & Preservation
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Left on the Shelf
Crack the Code on Consumer Preservation Preferences
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Fresh Insights on Consumer Needs for Preservation
In the quest for better shelf life, the focus is not just on combating food waste—it's about aligning with consumer priorities of health, cost and product integrity.
Through the lens of over 5,000 consumers spanning 10 countries, Kerry's Left on the Shelf Consumer Research spotlights four unique consumer groups. Each group brings its own set of expectations to the table, from the health-conscious to the budget-savvy, making it clear that one-size-fits-all preservation solutions won't cut it.
Ready to jump into your consumer's world?
Kerry's breakthrough insights reveal what truly matters to consumers when it comes to preservatives in their favourite foods, highlighting a demand for solutions that match consumer focus. We've pinpointed the diverse consumer landscapes. Now, it’s time to tailor your strategy and formulate with confidence.
Hannah, the Health Hunter
“Reducing food waste matters, but not at the cost of nasty ingredients harmful to my health.”
"Food waste? It's the giant we're battling, challenging the sustainability of our planet and our lives."
Luna, the Eco Guardian
"Food waste is on my radar, but so is my health. Finding the balance is where I stand."
Justin, the In-Betweener
"The bottom line? It's all about cost and taste for me. Sure, food waste is a concern, but that usually takes a back seat – unless it’s costing me money."
Peter, the Pragmatist
Time for a Targeted Approach
Choose Your Consumer
Know your audience and speak their language
"Reducing food waste matters, but only using natural preservatives for me please!"
Meet the Health Hunters - they're on a mission, their sights locked on health and nutrition but with a green heart beating for sustainability. Consider them the planners, the doers – digging deep into reducing their food waste footprint. Preservatives? Only the natural kind, nothing artificial. They're savvy shoppers, able to spot the difference between concerning ingredients and those that are just unfamiliar by name. Overall, they get it: longer shelf life doesn't have to mean a trade-off with health.
How to Reach Them
Do: Hit them with science. Pure, hard facts that underline the benefits – that's their language. Do: Natural preservatives are their jam. Think buffered vinegar. Lemon juice concentrate. Kitchen ingredients harnessing preservation power.
86%
prefer natural or naturally derived preservatives in their food and drinks
always read the preservative details on the label
53%
Demographic Breakdown
What Drives Them It's all about health and planet for them. What catches their eye? Quality ingredients, clear health perks, and a clear eco-impact.
Women
50%
Men
8%
Age: 20-28
Don't: Formulate with ingredients they don't recognise as natural. Don't: Complicate it. Clear labelling will win their hearts.
Who They Are
Meet the Health Hunters
Age: 29-36
19%
Age: 37-45
29%
Age: 46-58
26%
Age: 59-70
18%
Don't: Sweat over price if what you offer leads in health and sustainability. Don't: Reformulate without keeping them in the loop. They’ll notice. Don't: Overwhelm with the unfamiliar. They seek comfort in recognition, honesty and being genuine.
Do: Embrace simplicity. Minimal ingredients, maximum natural appeal. Do: Empower them. Educate on food storage changes that make a difference. Do: Demystify the unknown. Educate on those unfamiliar ingredients or why longer shelf life can be eco-positive. Do: Spotlight your sustainability commitments, health claims, and clean label on front of pack.
What Drives Them They're in pursuit of the pure and sustainable. What's on their radar? Ingredient quality, freshness, extended shelf life without compromise, health benefits and above all, the climate badge of honour. They're the ones least likely to discard food. They’re champions of recycling, composting, conserving energy, and scrutinising product origins.
22%
30%
27%
13%
55%
44%
Introducing the Eco-Guardians. Sustainability isn't just a choice – it’s their essence. They're aware of their footprint, championing a future where every decision counts towards healing our world. They lean towards the gifts of nature, choosing naturally derived preservatives and favouring processing techniques that respect the earth.
Meet the Eco-Guardians
believe natural preservatives are good for the planet
64%
are concerned about food waste even at the grocery store and dining out
98%
91%
What Drives Them While they do care about the health benefits and ingredient quality, these aren't the deciding factors in their choices. These consumers remain brand, habit and budget loyal. The connection between preservatives, shelf life and food waste reduction is a concept still on the outskirts of their understanding.
11%
12%
49%
51%
Introducing the in-Betweener, a group not fully swayed by the topics of sustainability and food waste but open to persuasion. They're on the fence, grappling with how to integrate waste-reducing actions into their lives. They understand the role of preservatives in ensuring food safety but often don't distinguish between natural and artificial ones. Providing information and clear, actionable advice could turn their ambiguity into a new purchase behaviour.
Enter the In-Betweeners
most likely to also think there is no difference between artificial and natural preservatives
accept preservatives are very important in food and drinks
81%
Do: Show how easy it can be to reduce waste and make a positive impact, enhancing their sense of contribution without overwhelming them. Do: Present strong reasons for them to reconsider not just their brand loyalty but their daily habits. Highlight the benefits clearly without making it seem like a compromise. Do: Clear, digestible information is key. Demystify misconceptions and illuminate the benefits related to sustainability and health, transitioning ambiguity into clarity and action.
Don't: Overhaul your products. Instead, subtle ingredient or formulation improvements introduced softly can later be celebrated as a win for both health and the planet – like unveiling the impact of a product reformulation several months down the line. Don’t: Expect big behavioural changes. Make it easier for them to choose products with a longer shelf life or better environmental impact.
What Drives Them Pragmatists tend to bypass the finer details, like ingredient labels, seeking straightforward solutions that serve their primary interests: affordability and flavour. The concept of reducing food waste as a cost-saving measure or as part of a brand's ethical stance might appeal to them, providing a tangible benefit to changing their behaviour.
17%
31%
15%
48%
Meet the Pragmatist, a group driven by practical considerations such as price and taste. They recognise the issue of food waste yet rarely let it dictate their purchasing decisions. Health factors, the nuances of preservatives and their role in sustainability aren't typically on their radar. What matters most is getting the best deal for their money.
Meet the Pragmatists
of all Pragmatists would be motivated about reducing food waste if it saved them money
72%
prefer natural or naturally derived preservatives but they are driven primarily by price
74%
Do: Illustrate how extended shelf life equates to more bang for their buck. Make the case that less waste means more savings, connecting the dots between sustainability efforts and financial advantages. Do: Communicate directly on packaging or through marketing how longer shelf life and sustainability practices can lead to cost savings for them. Clarify how these achievements were made in a straightforward, relatable manner.
Don't: Shorten shelf life and cause them additional food waste. Don't: Hike prices without clear justification. If improvements or sustainability efforts lead to cost increases, ensure there's a visible value added for the consumer. Otherwise, they're likely to seek alternatives. Don't: Stress if employing traditional processing or packaging methods offers cost benefits. Price effectiveness can sometimes outweigh the allure of sustainability claims for this group.
The industry once thought everyone was either a Hannah or a Luna, with little room for flexibility. But the reality? Far more multifaceted. Each consumer group thrives on a tailored approach, and that's where Kerry comes in — dynamic, unstoppable, your strategic partner in preservation.
We’re shifting the narrative, proving you can engage any consumer segment with impactful insights and the right preservation toolkit. Forget one-size-fits-all. We champion the precision to cater to individual needs, from clean label innovations to time-tested preservatives.
Whether it’s Hannah, Peter, or any person in between, we can help you find the preservation solutions that make sense for your consumer. Every brand has a voice, a space, a market to dominate. With us, you can claim yours.
Resources to Create a Winning Formula
Food Protection & Preservation Solutions
Protect and perfect food and beverages with our unrivalled expertise and solutions.
The Impact of Food Waste on Consumer Behaviour and Brand Reputation
Explore consumer behaviours and attitudes related to food waste and see how spoiled food can negatively affect sales and brand reputation.
Leveraging Predictive Modelling for Enhanced Shelf Life in Meat and Bakery Products
Learn how our innovative microbial models can improve your speed to market and optimise your reformulation needs.
Food Waste Estimator
Simulate your reduction in food waste from extra shelf-life days and discover the benefits to your product’s sustainability.
