Giovanna Fletcher on Gateway 97.8

Modern families are tired of purchasing products with too many listed ingredients. Simplicity is increasingly important when buying for their family, rather than scrutinizing a long list, time-pressed parents say.

New research by Danone suggests that over half of young people (56%) want food brands to offer products made with fewer ingredients, rising to (67%) among parents of the same age range, who are more likely to buy food products for their children that are made from easily understandable ingredients.

Almost three quarters (72%) of millennial families want products with simple ingredients that they have heard of and 81% are calling for clear and simple labelling of products to help inform their purchases.

When it comes to their food choices, millennial’s are also increasingly eco-conscious and take active steps to reduce their environmental impact, with three quarters (75%) choosing to buy products made from recyclable materials at least once a week to reduce their impact on the environment.

Aston spoke to Giovanna Fletcher, author and podcaster to talk about the research and also shared her experiences on how she encourages her children to adopt healthy eating habits, and as a parent how she wants to ensure children inherit a healthy planet.