Technical / White Paper

The growing importance of ‘naturalness’

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The growing importance of ‘naturalness’

Supermarkets today are full of products claiming to be natural, due to a global trend towards a healthier lifestyle. However, 45% of consumers are suspicious when they see claims of naturalness on product labels. In order to create a recipe that meets the consumer demand for naturalness and packaging that matches the ingredient list, it is essential for manufacturers to understand:

  • The consumers’ perception of the term ‘natural’
  • Their major nutritional concerns
  • The role that food labels and claims play on food packaging.

Read all about this in GNT’s independently conducted consumer research.

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