Technical / White Paper
Do ‘natural’ claims cut the mustard?
For a ubiquitous word, ‘natural’ has gained an enormous amount of traction in the food industry. Marketers certainly love the term, in part because it promises a lot without clearly saying what the product is actually delivering to the consumer.
In this new White Paper Emma Gubisch, Strategic Insight Manager, shares primary data from a Leatherhead Food Research survey of consumers, exploring what the term ‘natural’ means to them and how willing they are to pay for specified claims. The paper also provides US market data on new product launches with ‘all natural’ claims.
