Kampffmeyer Food Innovation recently conducted a consumer study in order to determine how important natural foodstuffs are to European consumer. The results show that naturalness is a decisive buying incentive and that most consumers are willing to pay more for products with a clean label. Almost three-quarters of respondents perceive a close connection between “natural” and “healthy”. The study also shows that both ingredients and manufacturing processes are perceived as natural if they are familiar to consumers as part of their everyday lives. 77 per cent of respondents want foods that are free from chemical additives. These expectations are not just limited to retail, but also apply to the catering market: More than 80 per cent look for natural products in bakeries, restaurants and canteens. For more information please visit www.kampffmeyer.com