NATURALNESS

The new EC flavorings regulations have prompted Symrise to conduct a far-ranging qualitative and quantitative study on the topic of “naturalness.”

In an international study, Symrise took a systematic look at the phenomenon of naturalness and how it is perceived among consumers. Surveys of over 1000 people each were conducted in Germany, Great Britain and France.

The study covered multiple issues: Which national differences are there when it comes to how people interpret the term “naturalness”? What part do product labels and claims play? What will the future of the megatrend “naturalness” look like?

These and many other application-oriented questions can now be answered, thanks to the Symrise study, and the findings will be used to create successful product concepts.

The insights into the attitudes and behavior of consumers in the most important European markets enable Symrise to more clearly define the product segments where the idea of naturalness really does have an impact on purchasing patterns. Beyond that, Symrise can also optimize marketing concepts when it comes to labeling and product claims.