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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:

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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: