More than half of British consumers are "concerned" at the number of ingredients in processed foods, an exclusive survey conducted by Taylor Nelson Sofres for The Grocer, has revealed. And more than six out of 10 (64%) Britons look for convenience foods that are "fresh" and "unprocessed" ­ dispelling the myth that convenience is king. The survey was carried out using the TNS PhoneBus service, and found that in addition, over a quarter of Britons (27%) look to see if a convenience food product is preservative, colouring or additive free when consulting a label. Furthermore, three out of 10 (29%) check the labels to assess the calorie content of convenience foods, while more than two out of 10 (23%) look at the labels to see the number of additives. Older people are more likely to look for convenience foods that are "fresh" and "unprocessed" than younger people. The findings support research by the Food Standards Agency which found that consumers want more information about what's in foods. FSA deputy chairwoman Suzy Leather said consumers believe current labelling is inadequate. Colin Morris, Taylor Nelson Sofres PhoneBus manager, said: "These findings show that concerns about healthy eating are becoming a significant factor in choice of convenience foods for people in Britain. " Convenience' in the mind of the consumer is no longer only about food that is simple and easy to prepare, but also food which is healthy. Increasingly, convenient will have to mean good for me' too. The rise in information available about what we eat is clearly having a growing impact on our food buying habits as a nation." - Let it be real, p36 {{NEWS }}

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