FMCG Gurus: The Future of Naturalness 2020 report examines the appeal of natural claims within the food and beverage market, exploring why claims are important, how influential they are on purchasing habits, and what consumers believe makes a product natural. The report also examines emerging trends, such as how consumers are increasingly interlinking natural formulation and environmentally-friendly behavior, something that has resulted in the increased demand for plant-based products in recent years. Moreover, how COVID-19 is influencing consumer attitudes and behavior in relation to natural claims, as consumers increasingly seek out green and clean products for health and environmental purposes.