Consumer demand for natural food and beverage products continues to grow in the United States. Influential millennials are gaining buying power and they are changing the way that all consumers look at food and beverage products. 

Here at Symrise, we wanted to learn more about how consumers perceive "naturalness" and what drivers are pushing their purchasing behavior in different food and beverage categories.

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 years old, identifying as the main food purchaser of their household, ‘natural’ shoppers who read labels and actively sought organic products.

Check out our Naturalness Infographic below to see the results of our Naturalness study.

To learn more about our study, contact Symrise HERE.

 

 

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