Consumers are more conscious than ever about the safety and trustworthiness of food and drink, which has led to an increase in the use of terms such as ‘natural’ on packaging. Food and drink manufacturers are having to become more open about their ingredients, production and supply chains, and want to help consumers feel more confident about the safety and purity of their food.
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. In this global study, Ipsos set out to discover exactly how consumers interpret the term. ‘Without artificial ingredients’, ‘100% from nature’ and ‘healthy’ were the three most common associations. We also found that while younger age groups associate ‘natural’ with organic, older age groups focus on the ingredients. There was strong consensus in opinion across the 28 countries, but key regional differences are highlighted in the report.
KEYS: STANDING OUT FROM THE CROWD, Making Your Mark in the Moments That Matter [Webinar recording]
This session sees us explore how we can cut through the noise and ensure the product, service or experience we are offering stands out at those moments that really matter. Our experts will be sharing our latest analysis of how consumers react in different contexts - and reflecting on the implications.