NATURAL - A KEY CONSUMER EXPECTATION
Natural has become the most important driver in food and drink with one product out of three launched globally offering a Naturalclaim. It is a key expectation from consumers that is found across all new products, as a way to reinforce Health and Wellbeing andAuthenticity perception.In Firmenich’s global prospective tool TRENZ®, which aims to forecast and inspire new product development, it is interesting to seethe evolution of the “Nature” trend. Eco-lifestyle has gained signifi cant momentum, with a strong desire to reconnect personally withnature. Consumers go green taking ecological issues into account when making purchase decisions. Nature is idealized, almostmagical - a source of escapism. There is a shared urgency to secure our future and that of our children, and to deviseglobal solutions to preserve Mother Earth and live in harmony in a sustainable world.