Consumer surveys conducted by Innova Market Insights during the past two years demonstrate a range of perceptions regarding natural and organic. In the 2020 Innova Health & Nutrition Survey, consumers most associated the concept of “clean” labeling/eating with natural and organic ingredients, as well as no additives/preservatives. At least 60% of the consumers surveyed from 10 countries say it is important or very important to choose natural foods for their inherent nutrition as part of healthy eating.
Naturalness was named as the top reason for the increasing consumption of organic products. One-third of respondents consider it healthier to buy organic and at least one in five consumers surveyed say they buy organic products to avoid pesticides, because they trust organic and because they taste better.
The 2020 Innova Category Survey asked consumers to name up to three important factors from a list of 22 factors that influence purchasing decisions in 29 product categories. Naturalness and the absence of additives averaged out as the second and third most important factors after product safety. Organic and non-GMO positionings were also in the top 10. This put them ahead of indulgence and the many specific health and wellness factors.
In this webinar, our speakers will discuss:
- Market growth and active, key product categories
- New product innovation examples
- Natural, organic ingredient and formulation advances & challenges
- Key opportunities for 2022 and 2023