‘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.

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The author(s)

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

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