Natural blueprint: Consumers in India want reassurance that products are natural and contain only real and authentic ingredients Natural is a phrase that is of high importance to consumers in India. This is because consumers want products that they believe are free from ingredients that are detrimental to health and contain only recognized ingredients that offer nutritional value. This is something that is driving demand for products with free-from claims and streamlined ingredient lists as consumers want maximum transparency over the ingredients in the food and drink that they turn to – especially as such products are associated with a variety of benefits. At the same time natural is a subjective phrase and can mean different things to consumers. Given that consumers are becoming more sceptical about health and wellness claims in general, it is crucial that brands look to validate any natural claims made in the country.
Why is it important that products are 100% natural (2020) 69%
59%
57% 35%
30%
Better for me
Better for the environment
Better quality
Healthy
Tasty
What does the word 'natural' mean to you when it comes to food and drink? (2020) Top 10 reasons Product is free from synthetic ingredients
82%
Product is free from additives
81%
Product is healthier
77%
Product is non-GMO
76%
The use of 'real' ingredients
71%
Product is free from artificial ingredients
70%
Product is preservative-free Product is low in sugar
68% 58%
Product contains no added sugar
54%
Product has a shortened ingredient list
54%
Consumers in India deem natural claims important across a variety of product categories, irrespective of whether these products are healthy or associated with indulgence or whether consumers turn to products daily or an occasional treat.
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