FMCG Gurus – Clean Label and Naturalness Trends in Europe – Regional Report – 2025
Report Description:
This report explores insights into consumer attitudes and behaviors towards clean label and naturalness claims in Europe. The report examines consumer perceptions of food, drink and supplement products made with natural ingredients and the kinds of claims that are appealing when making purchasing decisions.
This report will look at the following areas:
- How natural claims shape perceptions of healthiness.
- How consumers interpret natural claims.
- How often consumers check ingredient listings and the types of claims that they like to see on packaging.
- The categories in which consumers believe that natural claims are important.
- How influential certain claims are for consumers when choosing what food and drink they will purchase.
- How consumers are changing their dietary habits.
- How consumers interpret organic claims and whether they prefer organic claims to natural claims.
- The influence of natural coloring on consumer perceptions of value and naturalness.
- How often consumers are checking labelling when purchasing food and drink.
- How consumers feel that nutritional labeling could be improved.
- How concerned consumers feel about “hidden” ingredients in food and drink being disguised by complex labeling.
FMCG Gurus – Clean Label and Naturalness Trends in Europe – Regional Report – 2025
Report Description:
This report explores insights into consumer attitudes and behaviors towards clean label and naturalness claims in Europe. The report examines consumer perceptions of food, drink and supplement products made with natural ingredients and the kinds of claims that are appealing when making purchasing decisions.
This report will look at the following areas:
- How natural claims shape perceptions of healthiness.
- How consumers interpret natural claims.
- How often consumers check ingredient listings and the types of claims that they like to see on packaging.
- The categories in which consumers believe that natural claims are important.
- How influential certain claims are for consumers when choosing what food and drink they will purchase.
- How consumers are changing their dietary habits.
- How consumers interpret organic claims and whether they prefer organic claims to natural claims.
- The influence of natural coloring on consumer perceptions of value and naturalness.
- How often consumers are checking labelling when purchasing food and drink.
- How consumers feel that nutritional labeling could be improved.
- How concerned consumers feel about “hidden” ingredients in food and drink being disguised by complex labeling.
How This Report Can Benefit the Industry:
- Inspiring innovation: This report aims to help the industry by using consumer insights to suggest opportunities and innovation for the future.
- Addressing challenges: Understanding the challenges that consumers feel they face when pursuing a healthy diet and lifestyle and how brands can help consumers reach these goals.
Files included in this report:
FMCG-Gurus-Clean-Label-and-Naturalness-Trends-in-Europe-Regional-Report-2025-.pdf
FMCG-Gurus-Clean-Label-and-Naturalness-Trends-in-Europe-Regional-Report-2025-.pptx