article

The ingredient you’ll need to conquer the ‘natural’ food and drink trend

Christelle Mouteyen-Migaud discusses the opportunity the ‘naturalness’ trend affords to food and drink producers and how natural yeast ingredients might play a crucial part in winning consumers’ hearts.

Naturalness is a major trend in the food industry. Consumers are increasingly seeking natural foods for reassurance of quality; in fact, 66 percent of European consumers consider naturalness to be an important purchase criterion.* As a result, around the world, more food and beverage products are being launched with claims such as ‘all natural’, ‘100 percent natural’, ‘from natural origin’, and so on. Organic, vegan and non-GMO claims are among the most powerful in this trend.

Most people associate naturalness with quality, safety, confidence and reliability; however the term lacks an official definition and a clear global regulatory framework. The perceived definition of natural is largely determined by local laws and individual opinions. This can be perplexing for consumers, especially given that the naturalness of a product is affected by numerous factors, including geographical zone, changing consumer sensibilities, product origin and manufacturing process.

Complete the form and download this article from ingredients expert Biospringer to find out the different forms of naturalness and what is fuelling this thriving market.

*References included in full article.