Natural blueprint: Consumers want reassurance that ingredients are real and authentic Consumers are being more attentive to the ingredients used in the food and drinks that they purchase. This is being driven by a variety of factors. For instance, consumers are becoming more educated about different ingredients in products and more conscious about what they deem to be misleading nutritional information. Product safety concerns are also resulting in consumers being more attentive to ingredient claims while finally, consumers are becoming more health and sustainably orientated. As a result, consumers are becoming increasingly more demanding about the ingredients used in products being real and authentic, natural, and nutritious. Moreover, consumers are also becoming more conscious about avoiding ingredients that they do not recognise and that they deem to be chemical. Irrespective of the plethora of new ingredients that have entered the food and drink market over the last couple of decades, natural remains a priority claim for consumers from an ingredient perspective. Indeed, natural formulation is the product attribute that consumers are most likely to check after the sensory appeal and price of a product. This is something that will only become more common in a post-pandemic environment. Naturally formulated products are associated with a variety of benefits. For instance, these products are associated with being healthier, more sustainable, better quality, and safer. Such claims align with a variety of need states that have become more important in the wake of the virus, and will increase perceptions of value amongst consumers.
Proportion of consumers who say it is important
57%
Australia
67%
China
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72%
India
85%
Indonesia
