Global Consumer Insights on Preservatives in Food

Today’s consumers want it all—simple, recognizable ingredients and products that still deliver on freshness, flavor, and shelf life. But balancing clean label expectations with product performance isn’t always straightforward.

In Clean Label, Cloudy Understanding, Kalsec explores this tension through new global consumer research, uncovering how perceptions of “natural” ingredients influence purchasing decisions—and where confusion still exists.

Inside the report, you’ll uncover:

• The growing disconnect between consumer expectations and preservation understanding
• How shoppers interpret claims like “no artificial preservatives”
• Why ingredient familiarity matters more than ever
• The hidden role preservation plays in freshness, quality, and food waste reduction
• Opportunities for brands to communicate more clearly and build trust 

Download the report to explore the consumer tensions shaping the future of food preservation.