2 minute read
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.
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.
Why is it important that products are 100% natural (2020)
What does the word 'natural' mean to you when it comes to food and drink? (2020) Top 10 reasons
59%
30% 69%
35% 57%
Better for me Better for the environment Better quality Healthy Tasty
Product is free from synthetic ingredients
Product is free from additives
Product is healthier
Product is non-GMO
The use of 'real' ingredients
Product is free from artificial ingredients
Product is preservative-free
Product is low in sugar
Product contains no added sugar
Product has a shortened ingredient list 82%
81%
77%
76%
71%
70%
68%
58%
54%
54%
This is because consumers are becoming more conscious than ever before about the ingredients used in products. For everyday items associated with being healthy, consumers want reassurance products contain only real and authentic ingredients that offer nutritional value. For product categories associated more with indulgence, the use of only natural ingredients is something that can help alleviate the guilt associated with such products.
As such, free-from claims will be important across all categories in India.
