The natural trend and what it means - European outlook 2018
Published: August 2018 This Taste & Nutrition report examines consumer attitudes and behaviors when it comes to naturally formulated food and drink. Natural is a product claim that has high levels of appeal among consumers. At the same time, consumers are more conscious than ever before as to whether mass produced products can be 100% natural. This report examines how the natural trend continues to evolve in the European food and drink market, understanding what consumers deem natural food and drink to be and how products and brands can adopt a holistic approach via product and packaging to communicate natural credentials. The report also examines some of the key challenges that exist when it comes to natural claims - and what pitfalls to avoid when making them.