Symrise reveals results of naturalness study

8 Jul 2019

In the last two years, Symrise has conducted a global study on the perception of naturalness covering Asia Pacific, North America, Europe, Africa and Middle East as well as Latin America.

More than 13,500 consumers have been engaged globally in five field researches run by the Sensory and Consumer Insights department at Symrise.

Symrise reveals results of naturalness study

The studies have explored the attitude and perception of consumers around naturalness in foods and beverages. A first outlook on the results gives insights into the preferences related to naturalness in the Asia Pacific Region.

Consumers in Asia too, love the taste of nature and are increasingly demanding more naturalness, the company says. Food and beverage companies are catering to this need with natural product solutions and find it often challenging to best meet consumer's expectations and comply with a complex regulatory environment. Tapping into the key competences of Symrise Global Sensory and Consumer Insights in Asia, Symrise believes it has decoded the key consumer wishes to help its customers create and deliver relevant, great tasting natural products supported by its code of nature solutions.

This dedicated approach helped Symrise to understand the relevance of impactful natural taste solutions for consumers in China, Japan, Australia and Thailand, the company says. Having conducted its customized consumer study in Q4/2018, Symrise Asia Pacific (APAC) was aiming at decoding the natural dimensions of four product segments: flavoured water, ready to drink (RTD) tea, drinking yogurt and ready meals. Symrise selected these countries and segments based on their relevance and potential for food and beverage companies in APAC.

In APAC as in other regions, the new era of naturalness is evolving fast and in diverging directions, Symrise notes. While a broad variety of aspects contribute to a natural product perception, consumer expectations on what “natural” means to them can also differ from region to region, the company says, ranging from knowing exactly the type of ingredients, where the ingredients in their food come from and the preparation method.

To receive a general picture first, the APAC study summed up the market segments that are potentially more willing to pay a premium for products with natural taste solutions. They include ingredient source seekers, quality seeking affluents, health conscious shoppers and ultimate truth seekers. They represent a large portion of consumers: 49 % in Japan, 42 % in Australia, 35 % in Thailand, 27 % in China. The remaining market belongs to the profile of budget- or brand conscious, with the latter still ranking the attribute “source of ingredients” very high, in all categories and countries.

In all countries, “no additives” is one of the top three attributes driving naturalness perception in all categories, except for drinking yogurt in Thailand, for which “health attributes” prevail. The second most frequent desired attribute cross-country and cross-category is “contains real ingredients” (e.g. fruit extracts or natural fruit juice).

China is the country where natural taste solutions show the biggest potential for food and beverages, with consumers asking for safety and health credential while taste remains a priority.

Among the different categories, beverage is the one where the potential to leverage naturalness as a purchase driver is larger, especially in Flavoured Water, with high opportunities in all countries.

Both in Japan and Australia the size of opportunity looks high for flavoured water and medium for RTD tea. Flavoured waters are particularly expected to be safe for long term consumption, with strong interest for “organic” and “low/no sugar claims”. In RTD tea, there is a lot of emphasis on “taste authenticity” (e.g. “freshly brewed taste”) and on “organic”, especially among ingredient source seekers and health conscious premium.

“Symrise aims to work with our customers to decode the full insights from the study and to combine them with their brands and needs to deliver winning products, to unlock their business potential in Asia Pacific with Symrise code of nature solutions. For this reason, Symrise continues to strongly invest in Asia Pacific and works to bring to market natural solution that consumer loves,” said Mr Lionel Flutto, President, Flavor, Asia Pacific, Symrise.

Related tags

Natural Research

Related news

Create the perfect sensory experience with 100% natural texturizers

Create the perfect sensory experience with 100% natural texturizers

11 Nov 2022

To fulfill the growing consumers’ expectations for flavorful traditional and plant-based foods and beverages, Nexira introduces naltive locust bean gum, a complete range of premium and performing texturizing locust bean gum grades.

Read more 
Superfood shots: Nigerian startup creates ginger-based drinks to boost health

Superfood shots: Nigerian startup creates ginger-based drinks to boost health

2 Nov 2022

Nigerian startup, Futurefood Tech makes ginger-based shots to boost health and wellbeing using all natural ingredients, herbs and spices such as black pepper, beetroot, and cayenne pepper that give a nutritional boost to the typically starch-heavy Nige...

Read more 
The natural power of almonds

The natural power of almonds

27 Oct 2022

Rich in nutrients and antioxidant properties, this powerful and versatile seed carries benefits for gastric metabolism, heart health and even diabetics.

Read more 
SOY AS A VALUABLE FOOD INGREDIENT

SOY AS A VALUABLE FOOD INGREDIENT

27 Oct 2022

Your leading partner for individual NATURAL SOYLUTIONS

Read more 
US consumers make a beeline for honey-sweetened products

US consumers make a beeline for honey-sweetened products

4 Oct 2022

Honey-sweetened products are enjoying rising demand amongst US consumers, perceived as an all-natural product, according to recent USDA figures.

Read more 
Healthy eating guidelines could help EU hit the methane reduction targets

Healthy eating guidelines could help EU hit the methane reduction targets

1 Jul 2022

National healthy eating guidelines calling for 50% cut in red meat and 25% drop in dairy consumption could be key for the European Union (EU) to meet its 2030 methane reduction targets, according to the Changing Markets Foundation.

Read more 
Nitrite and nitrate alternatives gain ground for processed meat applications

Nitrite and nitrate alternatives gain ground for processed meat applications

14 Jun 2022

As France finalises its review into the health risks of nitrite in cured meats, industry research focuses on the potential substitutes for nitrite and nitrate in processed meats to offer consumers healthy alternatives.

Read more 
Consumers seek ashwagandha-fueled relaxation in beverages

Consumers seek ashwagandha-fueled relaxation in beverages

28 Mar 2022

Ashwagandha has been used in India for centuries, and it is only in recent years that consumers in the US and now Europe are realising its health benefits, with manufacturers starting to add this adaptogen to beverage formulations.

Read more 
Does the home baking boom have longevity?

Does the home baking boom have longevity?

15 Mar 2022

After years of decline, home baking mixes experienced a boom during the Covid-19 pandemic. With the right positioning and claims, such as clean label and plant-based, brands can continue to leverage the trend for home baking.

Read more 
‘Humanisation’ of pets creates opportunities in pet food

‘Humanisation’ of pets creates opportunities in pet food

9 Feb 2022

Clean label, natural, sustainable, luxury and plant-based: The ‘humanisation’ of pets means consumers want premium pet food, and a number of food manufacturers are entering the growing pet food sector to meet their demands.

Read more