Technical / White Paper
The growing importance of ‘naturalness’
![The growing importance of ‘naturalness’](https://www.foodnavigator.com/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_product_file/publications/food-beverage-nutrition/foodnavigator.com/product-innovations/the-growing-importance-of-naturalness/7984724-1-eng-GB/The-growing-importance-of-naturalness.png)
Supermarkets today are full of products claiming to be natural, due to a global trend towards a healthier lifestyle. However, 45% of consumers are suspicious when they see claims of naturalness on product labels. In order to create a recipe that meets the consumer demand for naturalness and packaging that matches the ingredient list, it is essential for manufacturers to understand:
- The consumers’ perception of the term ‘natural’
- Their major nutritional concerns
- The role that food labels and claims play on food packaging.
Read all about this in GNT’s independently conducted consumer research.