Now more than ever, consumers are looking for food and beverages that are as natural as possible, because natural is often perceived as healthier, more authentic, less processed. We are witnessing a considerable growth in the demand for organic, local, “free-from” – i.e., without e-numbers (additives, preservatives, colours), foods and beverages, both in the home and out of home consumption occasions.
The “natural” concept is often associated with positive thoughts such as taste and health, but in the past year, mostly because of the pandemic, the concept of “natural” has been increasingly associated with a return to nature, to simplicity, as well as to a shorter and cleaner labelling, in the line of According to a June 2020 survey led by the International Food Information Council, 85% of consumers have changed their diet during the pandemic. In particular, the younger generations are leading this market trend: natural is clean, it is appealing, it is little processed, and is environmentally friendly. These are the inspirations of the generations of tomorrow that our company has listened to, and that have triggered the creation of our range of natural and clean label taste and colour solutions, in addition to our standard, cost-effective, not natural ranges.