We have entered a new era of naturalness. It is evolving fast and picking up speed every day. Consumers dive deeper into their understanding of food and naturalness with every purchase they make.
When choosing and buying their food and beverages they therefore demand nature as pure and rich as possible.
Consumers want to know exactly what ingredients go into their food and where they come from. They want products from farmers that care about sustainable cultivation on healthy soil. Protecting animals also plays a decisive role for many of them. Equally, they want their foods and beverages to be gently prepared and stored so that they keep their original taste and nutritional value. If consumers can actually see that something is made with honesty and integrity then it truly lives up to their expectations and perceptions.
Naturalness in these many individual facets is sprouting in San Francisco, Shanghai, Berlin and Seoul – a true global phenomenon.
Consumers want the ultimate taste experience. And they want this experience to come from real food, made only with pure natural ingredients.
This puts the consumer into a great dilemma. Because nature means variety. It is evolving, subtle, ever changing, hard to predict, with crops and harvest depending on the weather, soil, and so much more. At the same time, consumers expect a very specific taste with high impact.