Clean expectations: 59 percent of consumers believe natural products to be “healthy”

28 Sep 2018 — New research, commissioned by functional ingredients manufacturer BENEO, shows that consumers pay more attention to what is inside the products they are buying, than to either the product’s description or the brand name itself. This highlights the drive by consumers to make healthier choices and shows the continued importance of manufacturers offering cleaner label, product alternatives in their portfolios. The drive to all things natural continues unabated and when consumers were asked what characteristics they expected from a natural product, 59 percent expected a natural product “to be healthy” (54 percent Germany, 60 percent UK, 63 percent USA), 53 percent wanted it “to not be genetically modified” (50 percent UK, 50 percent US, 60 percent Germany) and 50 percent said it should “be a quality product” (46 percent Germany, 53 percent UK, 52 percent US).

Source: Clean expectations: 59 percent of consumers believe natural products to be “healthy”