Symrise: Defining Naturalness in Food & Beverage Categories
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The document summarizes the results of a survey about consumers' understanding of the term "natural" as it relates to food products. 300 consumers were asked about their perceptions of naturalness in 6 categories: yogurt, flavored waters, soups/broths, frozen desserts, ready-to-eat meals, and ready-to-drink iced teas. For each category, most respondents said organic, non-GMO ingredients and labels mentioning terms like "all natural" and "organic" were very or somewhat important in influencing their purchase. Across all categories, respondents viewed "natural" as meaning ingredients that are fresh, local, organic, and free of chemicals and additives. Key findings were that natural ingredients are important
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Symrise: Defining Naturalness in Food & Beverage Categories
- 1. Naturalness What is Natural? Organic Non-GMO Additive/Chemical FreeAll Natural Label Elements Influencing Purchase Natural Flavors Organic Ingredients Fresh Local Ingredients N/A Raspberry Cucumber Citrus Green Tea Watermelon Lime What is Natural? Organic Non-GMO Chemical Free/Recognizable IngredientsAll Natural Label Elements Influencing Purchase Natural Flavors Organic Ingredients Fresh N/A N/A Coconut Water Lemon Green Tea Matcha Tea Lemon Black Tea Honey Ginger Tea What is Natural? Organic No Added Sugar Additive/Chemical FreeNon-GMO Label Elements Influencing Purchase Natural Flavors Organic Ingredients No Added Sugar N/A N/A Natural Products Strawberry Lemon Pineapple Frozen Juice Frozen Non-Dairy Dessert Frozen Yogurt What is Natural? Organic All-Natural Real Fruits/VegetablesNon-GMO Label Elements Influencing Purchase Fresh Organic/Local Ingredients Healthy Benefits N/A What is Natural? Organic All-Natural Real Fruits/VegetablesNon-GMO Label Elements Influencing Purchase Important Purchase Considerations Organic Ingredients Fresh Natural Flavor No Added Sugar Other Findings Hormone Free Organic/ Certified Organic Prepared Fresh/ from Scratch DEFINING What is Naturalness? We conducted an online survey of 300 consumers asking for their feedback on the idea of‘naturalness’. Of the respondents, 100 offered detailed feedback on the categories listed below. Participants were U.S. consumers of these 6 categories, over 18, identifying as the main food purchaser of their household, ‘natural’shoppers who read labels and actively sought organic products. Results by Category Respondent Demographics 68% very 28% some Yogurt Frozen Desserts What is Natural to Consumers? Importance of Naturalness Importance of Naturalness Importance of Naturalness Importance of Naturalness Importance of Naturalness Importance of Naturalness 53%47% Respondent Demographics 58%42% Flavored Waters Respondent Demographics 63%37% RTD Iced Teas Respondent Demographics 52%48% Soups/ Broths Respondent Demographics 60%40% RTE Meals Respondent Demographics 64%36% 46% very 44% some 50% very 39% some 47% very 44% some 55% very 38% some 47% very 43% some Organic Natural Non-GMO ingredients Label Elements Influencing Purchase Natural Flavors Organic Ingredients Fresh Natural Flavor No Added Sugar Vanilla Bean Peach Blueberry Acai Raspberry Key Survey Findings Scratch cooking implies that all ingredients are provided and/or self-prepared Important Purchase Considerations Other Findings Hormone Free Prepared Fresh Soup or broth purchased in a refrigerated container is by far the most likely to suggest the contents are natural Yogurt Flavored Waters Soups/ Broths Frozen Desserts RTE MealsRTD Iced Teas Categories Examined Natural ingredients are key, but it is equally important that a product be free of additives, preservatives and artificial flavors Chemicals and additives communicate to consumers that a product is unnatural Labels featuring all natural, local, fresh, or organic are more likely to influence product purchase Consumers reported that their idea of naturalness is a combination of: Fresh LocalOrganic Chemical Free Additive Free 18-24 25-34 35-44 45-54 55+Age: 18-24 25-34 35-44 45-54 55+Age: 18-24 25-34 35-44 45-54 55+Age: 18-24 25-34 35-44 45-54 55+Age: 18-24 25-34 35-44 45-54 55+Age: 18-24 25-34 35-44 45-54 55+Age: