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The Challenge of "Natural;" Flavor and Fragrance Trends

Jeb Gleason-Allured

Consumers’ desire for natural flavors often centers on the inherent goodness of foods, said Lynn Dornblaser (Mintel International) during the fall seminar of Women in Flavor and Fragrance Commerce (WFFC) in Saddle Brook, New Jersey. Natural, beyond a focus on diminished processing, is tied to such concepts as low fat, ethical and environmental. And so, said Dornblaser, consumers will pay more money for some natural products—but not as much as they say they do. The reality is that people often say they do what they think they should be doing, not necessarily what their behavior reflects.

This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.

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