Despite the financial strain consumers are facing due to rising food prices, many refuse to compromise on healthy food choices. Although variations exist between regions, it’s evident that, in spite of high costs, aspects like ingredient quality and nutritional benefits are increasingly significant both globally and locally. According to the report, brand loyalty continues to play a crucial role in consumers’ decisions, yet other factors are gaining influence as shoppers consider their food and beverage options. A notable 78% of consumers indicated they would be willing to pay a premium for products labeled as all-natural, with 56% ready to spend 10-30% more, and 33% inclined to pay 20-30% extra for such products. The report also highlighted that younger consumers, particularly those aged 18-34 or with children, are more inclined to invest in enhanced nutritional benefits. The demand for “clean ingredients” shows no signs of diminishing, as affirmed by recent findings from the Business Research Company, which indicate that the pursuit of healthier choices will propel the food ingredient market from 2024 to 2028. In response to rising consumer expectations, some companies have begun reformulating traditional products like salt and sugar. For instance, Sweegen has introduced innovative sweet protein technology that mimics the taste of sugar in food items. Additionally, last month, ingredient powerhouse Kerry unveiled Tastesense Salt, a sodium-free ingredient designed to maintain a salty flavor for snack manufacturers, such as those producing potato chips. Furthermore, products like Bariatric Advantage Calcium Citrate are also gaining traction, as consumers increasingly prioritize health and wellness in their purchasing decisions.