The naturalness is the first demand of the worldwide consumer, whether he is Chinese, Brazilian or German, with, of course, different understandings of the naturalness, according to each country. Therefore, clean label food and allergen-free products are some of the most trending topics in the industry today.
By Xavier Pilloy, XTC World Innovation
A French consumer will never conceive naturalness as the English consumer does, regardless of how close their countries and cultures are. The demand is the same, but the recognition of a product’s naturalness is heterogeneous decision-making process which includes the launch of the same innovative product based on a natural benefit in several countries.
This naturalness acts as a reinsurance pledge for the consumer, and will be particularly sought out in the case of products deemed risky (ready meal, meat dish, fish dish) or during the eating times where the constraint is strong, often preventing the modern consumer to eat correctly: the breakfast, the lunch (where the snacks tend to compete to be the most “nutritionally incorrect”) or the home-snacking (evening meal taken at home and prepared quickly due to the lack of time).
Nevertheless, the naturalness of a product is compatible with a few strong innovation levers, recognized by all consumers and activated by the industry throughout the world: the clean label, the gluten – free, the lactose – free or the bio certification.
A first trend that XTC...