Consumer Insights
Function is negotiable. Feeling natural isn't.
Under reformulation pressure, not every product attribute is equally flexible. Naturalness appears harder to compromise than added functional benefits.
The Data
When consumers think "natural", simplicity matters.
What It Means
A shorter list can matter more than a familiar one.
Consumers often define naturalness through simplicity. A shorter ingredient list can matter even more than recognising each ingredient individually.
For consumers, "natural" starts with how much is on the label, not only with what is on it.
The Reformulation Question
Not only what can be replaced.
That changes the reformulation question. It is not only about what can be replaced. It is about what still feels natural when the consumer turns the pack around.
Whole-food ingredients such as fruit purees and concentrates can help keep the ingredient list short and recognisable, while still doing real work in the recipe.
Keep It Simple
Reformulating without losing the natural feel?
Let's talk about ingredients that keep your label short and your product feeling natural.
Get in touch