‘Natural’: What does it mean to consumers?

Discover what Canadians think the term ‘natural’ means to them as it relates to food and beverage packaging.

Although terms such as ‘gluten-free’ are easy for consumers to understand, ‘natural’ is slightly more ambiguous, leaving consumers and marketers to define it for themselves. Referencing recent Ipsos research, this report examines exactly how consumers interpret the term and why food and beverage manufacturers need to become more open about their ingredients, production process, and supply chains.

Download

The author(s)

  • Kathy Perrotta
    Vice President, Canada, Market Strategy & Understanding – Research

Related news

  • State of the Nation: Heading into the Holiday Season
    Consumers Webinar

    State of the Nation: Heading into the Holiday Season

    We'll examine consumer sentiment and future outlook, unpack evolving U.S.-Canada tensions amid economic policy announcements and tariff threats, and look at how shopping behaviours are changing as consumers balance value, confidence, and spending priorities.
  • [WEBINAR] TOAST 2026: Under Pressure - Fewer Fragmented Fought-For
    Consumers Events replay

    [WEBINAR] TOAST 2026: Under Pressure - Fewer, Fragmented, Fought-For

    Join us for a fresh perspective on where future growth may come from and where traditional approaches are increasingly under pressure.
  • NASPL Possible NW
    Consumer Behavior Event

    NASPL Possible NW

    Join Ipsos as we unveil how lotteries are using mystery shopping to unlock revenue hiding in plain sight, with high-performing retailers generating significantly more revenue per square foot through specific, measurable behaviours that any retailer can replicate.