This report focuses on the trend Natural Blueprint, the sixth trend from FMCG Gurus Top Ten Trends for 2021. The natural formulation remains a priority for consumers because of the association with a variety of favorable product attributes, all of which have become more important over the last eighteen months. At the same time, subjectivity around the phrase natural is something that can lead to skepticism towards claims. This report analyzes the evolution of the natural trend and what is next for the industry.
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