Concerns over harmful ingredients are increasingly shaping shopping habits among Britons, with a majority believing manufacturers should offer greater transparency around ingredients and sourcing, according to a recent YouGov survey published on Wednesday (May 20).
Product recalls and growing scrutiny over ingredients in everyday products have kept consumer safety concerns in the spotlight in recent years.
Food and consumer goods brands have faced increased attention over issues, ranging from additives and contaminants to product transparency and labelling practices.
Meanwhile, social media discussions and online reviews have made it easier for consumers to share concerns and research ingredients themselves.
New YouGov Surveys data shows that concern about harmful substances in consumer products is widespread among Britons.
Most Britons are concerned about the safety of ingredients
Just over six in 10 Brits (61 per cent) say they are concerned about the safety of ingredients in products such as food, cosmetics, and personal care items. Around one in seven British adults (14 per cent) say they are very concerned, while nearly half (47 per cent) say they are somewhat concerned.
Meanwhile, 31 per cent say they are not very concerned, while six per cent say they are not concerned at all. Around two per cent are unsure.
Women are more likely to express concern about ingredient safety than men. Half of women (50 per cent) say they are somewhat concerned compared to 44 per cent of men, while men are more likely to say they are not very concerned (34 per cent vs. 29 per cent).
Most Britons say their concern about harmful substances has either increased or remained unchanged over the past year. More than a third of British adults (37 per cent) say they are more concerned about harmful substances than they were a year ago, while 61 per cent say their level of concern hasn’t abated. Just one per cent say they are less concerned, and another one per cent are unsure.
Researching product ingredients is the new normal
Nearly half of Britons also say they actively research ingredient safety. Around 47 per cent say they have searched online for information about ingredients or product safety, while 46 per cent say they have read and researched ingredient labels.
Smaller proportions say they have asked friends or family for advice (15 per cent), used a mobile app to check products (15 per cent), consulted a doctor or healthcare professional (five per cent), or relied on social media content or influencers (five per cent). More than a quarter (27 per cent) say they have done none of the listed actions.
Checking ingredient safety has also become a regular part of the shopping process for many Britons. More than a third of UK adults (35 per cent) say they sometimes check ingredients for product safety before making purchases, while 20 per cent say they do so often and nine per cent say they always do so. Around a quarter (24 per cent) say they rarely check ingredients, while 11 per cent say they never do.
Ingredient impacting purchasing behaviours
Concerns about harmful ingredients are influencing how many Britons shop.
More than four in 10 British adults (44 per cent) say they have avoided certain products or brands because of concerns about harmful ingredients, while 32 per cent say they have switched to products perceived as more “natural” or “clean.” Around 29 per cent say they have reduced their use of certain product types, and 17 per cent say they have paid more for products they perceive as safer.
Women are generally more likely than men to report changing their purchasing behaviour due to ingredient concerns. Women are more likely to say they have avoided certain products or brands (48 per cent vs. 39 per cent) and switched to alternative “natural” or “clean” products (35 per cent vs. 28 per cent).
Meanwhile, men are slightly more likely than women to say they have not taken any of the listed actions (33 per cent vs. 28 per cent).
Many Britons believe stronger safeguards are needed around harmful ingredients in consumer products. Nearly half of British adults (48 per cent) say too little is being done to ensure products are safe from harmful ingredients, while 32 per cent say about the right amount is being done.
Britons want greater transparency and clearer labelling
Britons are most likely to support measures that improve transparency and ingredient communication. More than half say manufacturers should provide greater transparency about ingredients and sourcing (56 per cent), improve labels highlighting potentially harmful ingredients (56 per cent), and use clearer, easier-to-understand ingredient labels (54 per cent).
Around half also support stricter limits or bans on certain ingredients (49 per cent) and faster action when risks are identified (47 per cent). Meanwhile, 41 per cent want more research into ingredient safety and 33 per cent support more frequent product testing.
The findings suggest that concerns about harmful ingredients are becoming embedded in how many Britons evaluate products and brands. As awareness around product safety and transparency grows, brands may face increasing pressure to clearly communicate ingredient information and demonstrate stronger safety standards.