Foods labeled as “rich in antioxidants” are much more likely to be consumed “very frequently” or “somewhat frequently” (40%) by American consumers compared to foods labeled as “antioxidants added” (25%), according to a new study.

Decision Analyst’s “Food Ingredients: What’s Hot?” report, based on a survey of 16,392 U.S. grocery shoppers, indicates that consumers also prefer the label copy “rich in” as opposed to “added,” for the ingredients omega 3 and iron.

“Our findings suggest that more Americans frequently consume products labeled ‘rich in’ these ingredients, compared to products that have the same ingredients ‘added’,” said Diane Brewton, senior vice president of the Market Intelligence Group at Decision Analyst. “This is likely due to the perception that foods rich in an ingredient are more natural and less processed, compared to foods that have these ingredients added to them during the manufacturing process.”

“Consumer perceptions and beliefs about ingredients contained in their foods, as well as nutritional information on food packaging, are important factors driving their purchase behavior,” she continued. “Understanding consumer knowledge and beliefs is crucial for food marketers, as this helps them effectively highlight healthful, or even ‘magic,’ product ingredients in messaging and packaging claims.”

The report is based on information from a comprehensive food and beverage consumption, restaurant behavior, health attitudes, and lifestyle management study sponsored by Decision Analyst. This comprehensive food industry study has been conducted monthly since January 2006 using Decision Analyst’s American Consumer Opinion Online panel. These data are based on a representative sample of 16,392 U.S. adult respondents.