10 Key Trends in Food, Nutrition & Health 2013 says naturality has become ‘the direction people want to go in’ and will shape and drive the market in the coming year as companies across all categories seek to ride the naturality wave.
The new report highlights consumer research conducted by Kampffmeyer Food Innovation, a Germany-based supplier of grain ingredients. The research findings show that 74% of people surveyed thought that ‘natural’ meant ‘healthier’, illustrating clearly just how strongly the idea of naturalness is connected to healthier products in the minds of consumers.
Julian Mellentin, author of 10 Key Trends in Food, Nutrition & Health 2013, said: “Naturality was the top trend in 2012 and will remain so in 2013. Quite simply, it’s the direction people want to go in. Naturality resonates positively with consumers in multiple ways and it provides food and beverage companies with opportunities to market products that command a premium.
“Although its exact definition can be debated, naturality does not fall foul of health claims legislation – but still manages to convey wellbeing-related messages. ‘Natural’ is something defined in the mind of the consumer, not by technical or regulatory definitions – and natural for many people also means healthy.”
Source: New Nutrition Business
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