Global consumers are getting more health-conscious when choosing food and beverage products. They also want to know wher food comes from, how it was grown and how it impacts the planet. According to Symrise, the COVID-19 pandemic has amplified this trend even further, bolstering the natural food movement.

“During these challenging times, consumers are spending more time at home. They are cooking much more by themselves, and they have more time to read ingredient labels carefully as they want assurance that their food has been minimally processed, contains natural ingredients, and will be good for them,” Stefanie Hartwig, global marketing engagement manager at the Flavor Division of Symrise, tells FoodIngredientsFirst. 

“In this way, the pandemic is accelerating the naturalness movement and results in an increasing demand for natural food and beverage solutions.”

Trusted supply chains
This growing awareness for trust and traceability relates to the food chain as a whole and has resulted in an increased demand for natural food solutions, explains Hartwig. 

The meaning of “natural” is both varied in usage across categories and regions and variably understood by different consumers. For some, clean label may mean free from artificial ingredients, while others may seek out products from ethical and environmentally-friendly brands. 

“Simple and recognizable ingredients certainly play a role in defining a ‘natural’ product, yet brands must go further to entice today’s discerning consumer,” Hartwig continues. “Therefore, its important to understand what consumers are looking for to be able to offer products that consumers recognize and accept as truly natural.”

According to Symrise, the naturalness movement is predominantly driven by younger consumers, also known as Generation Z or Centennials.

“This generation is looking for food solutions with a positive impact on their health and good for the planet,” adds Hartwig. 

“They are increasingly concerned about protecting the environment, non-exploitation, forest conservation and natural qualities – as such, the provenance and source of the products they purchase and consume is of growing importance,” she explains. 

“As a result, there is an increasing demand for products from farmers who care about sustainable agricultural practices.”

Untapped potential for natural ingredients
“There is only one planet. This means the number of natural raw materials is limited,” she stresses. 

In the F&B industry, particularly, raw materials from all over the world are used, and many manufacturers are “heavily reliant on availability, quality and price stability of ingredients,” according to Hartwig. 

“Therefore, responsible sourcing and sustainable agriculture are recognized as prerequisites for long-term commercial success, and the proportion of raw materials derived from sustainable sources needs to be constantly increased over the next years,” she says. 

This goes hand in hand with developing innovative, proprietary technologies based on circular production pathways and high efficiency in using agricultural raw materials to reduce pressure on natural resources.

“Manufacturers can combine innovation and sustainability to make the entire production process better for everyone from start to finish,” adds Hartwig. 

On November 17, Hartwig will present a webinar addressing the elements that products have to embrace if they want to reflect the taste varieties of nature.