More health-aware consumers are seeking out products which better reflect their health and lifestyle preferences. Consumers are shunning highly processed products, in favor of those which hold qualities such as natural ingredients, pure formulations, or heightened freshness. Such qualities are often perceived to be healthier, “cleaner,” more authentic, and better quality.

Consumer targets

- Millennials are most likely to be interested in and actively buying FMCG products with natural claims.

- Parents are highly ingredient attentive, and are especially likely to seek out natural/less processed formulations when buying for their children.

- APAC region – Interest in fresh and natural claims is especially strong in Asia-Pacific.

Trend drivers

- Health – consumers are more aware of the impact their consumption choices may be having on their health.

- Environment – concerns around issues such as food waste, pesticides, and chemicals, is impacting product choices.

- Simplicity – fresh, natural and pure resonate with consumers, pressurized by the stresses of modern life.

Innovation implications

- Formulation - Offer products made with natural and/or organic ingredients; remove chemicals, artificial ingredients and preservatives; keep ingredients lists short; and adopt methods which retain freshness with minimal processing (e.g. cold pressing).

- Marketing - Adopt marketing claims which will resonate with consumers such as “inspired by nature,” “naturally sourced,” “clean,” “pure,” and “real.”

- Packaging – Use packaging to create or support a more fresh and natural image; for example simple and clear labelling, or intelligent packaging which helps prolong product freshness.