Introduction
Consumers are turning to a simplified approach, favoring natural ingredients and products. Many are now choosing a more straightforward path to wellness, focusing on the intake of fresh fruits and vegetables. Research suggests that a significant portion of global consumers have started cooking more from scratch, and a majority of those who have adjusted their diets in the past two years have increased their consumption of fresh foods. By embracing this “back-to-basics” mindset, consumers are aiming to improve their health through unprocessed foods packed with nutrients. The preference for natural ingredients aligns with the larger trend towards raw and pure options. This transition signifies a choice by consumers to prioritize health and nutrition by returning to authentic and familiar ingredients and sources.
Familiarity, naturalness, and authenticity
Consumers are seeking food and beverages that are familiar, natural, and authentic, with a preference for recognizable ingredients. For instance, FMCG Gurus’ consumer insights reveal that 72% of global consumers seek out natural food and drink products and ingredients at least some of the time. There is a strong emphasis on authenticity as consumers prioritize natural products beneficial for both health and the environment. This trend is driving heightened demand for products bearing “free-from” labels and featuring simplified ingredient lists.
Better-for-you food and drink
The “better-for-you” trend reflects consumers’ increasing favor for natural, unprocessed, and pure products that are perceived as healthier. FMCG Gurus’ consumer insights show that more than half of consumers who have become more mindful of ingredient lists have done so to prioritize the consumption of “beneficial” ingredients. This trend underscores the appeal of unprocessed and fresh choices. Consumers are drawn to these products because they are believed to offer greater nutritional value and lack artificial additives.
However, consumers must ensure that naturalness does not mean a compromise on sensory appeal
Brands must ensure that prioritizing natural ingredients does not come at the expense of sensory appeal. It is crucial to position natural products not only as beneficial for health and the environment but also as delicious. While natural products are often associated with health advantages, there is a concern about potential compromises in taste and texture. For instance, FMCG Gurus’ consumer insights reveal that 33% of global consumers state they find healthy food bland and boring.
Therefore, it is essential for brands to highlight the various benefits of natural products, showcasing their sensory appeal, health benefits, and positive environmental impact. This approach can help consumers recognize that natural products can offer both wellness benefits and enjoyment, combatting the idea that they must sacrifice taste or texture for the sake of health and environmental consciousness.