DELFT, THE NETHERLANDS — Forty-nine per cent of consumers would pay 10% more for yogurt that is free from artificial additives and preservatives, and 45% would pay at least 10% more for yogurt that is free from artificial colors and flavors, according to a survey from DSM.

The on-line survey of 6,000 people age 25 and over took place from April 25 to May 15 in the countries of Brazil, China, France, Poland, Turkey and the United States. Results were reported at a 95% confidence level with a margin of error of plus or minus 3%.

The survey found 89% of people who consume yogurt on a daily basis said they check the ingredient labels when shopping, which compared to 57% of people eating yogurt less than once a month. Label checkers (55%) are more likely than non-label checkers (33%) to believe organic yogurt is better than regular yogurt. Overall, 52% of people believe organic yogurt is better.

“Since breaking into the mass market more than 50 years ago, yogurt has evolved from a regionally produced, all natural food to global snack du jour,” said Dominik Grabinski, global marketing manager at DSM Food Specialties. “It's been colored, sweetened, lightened, liquidized and even mixed with candy. Now, coming full circle, yogurt is returning to its traditional roots as consumers want an authentic-looking product without sacrificing long shelf life and the modern taste they've come to enjoy.”