The ongoing global trend towards food and drinks made of natural ingredients is rising.

“Naturalness” goes with the trend of a healthy lifestyle. Consumers are becoming increasingly conscious about healthy nutrition and firmly believe that natural products play a role. Widespread media coverage generates additional attention for the issue of “naturalness” and influences consumers’ buying behavior. Many manufacturers are already complying with this trend during product development: current market data provided by Innova Market Insights shows that launches of new products positioned as “natural” have increased worldwide these past years.

This trend towards “naturalness” is also leading to a rising demand for clean label products or food and drinks that contain hardly any or no additives at all.