This report will look at the following areas:

• Consumer awareness around the phrase “clean label” and thoughts on what consumers associate this phrase with.
• Attitudes and behaviors toward the naturalness of food and drink and how important consumers deem this.
• Product categories that are most important to consumers in terms of naturalness.
• How perceptions of value are shaped for food and drink, exploring the importance of natural coloring in food and drink and organic ingredients.
• Consumer attitudes towards regenerative farming and agriculture, and their perceptions of brands who are involved in this.
• Consumer attentiveness to ingredient listings. This includes the extent to which consumers are using methods of avoidance and moderation when buying food and drink products, which align with the health-conscious approach from many consumers.
• Insights into the most influential claims to consumers when choosing between food and drink.
• The challenges consumers are facing when reading nutritional labelling and the ways that brands can improve this.