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6 Things to Know About Naturalness in Asia-Pacific

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Symrise has released the first of the results of its global study on the perception of naturalness around the world, highlighting attitudes in Asia Pacific.

More than 13,500 consumers across Asia Pacific, North America, Europe, Africa and Middle East as well as Latin America engaged in five field researches, conducted by the Sensory and Consumer Insights department at Symrise. The studies examined the attitude and perception consumers had around naturalness in food and beverages.

The first of the company’s findings come out of Asia Pacific. Symrise Asia Pacific focused on four countries—China, Japan, Australia and Thailand—aiming to decode the natural dimensions of four product segments: flavored water, ready to drink (RTD) tea, drinking yogurt and ready meals.

Among the findings of the Symrise Asia Pacific Customized Consumer Naturalness Study:

  1. Consumers vary from region to region on what “natural” means to them; the definition ranges from knowing exactly the type of ingredients and where the ingredients come from to preparation method.
  2. A large portion of consumers—49% in Japan, 42% in Australia, 35% in Thailand and 27% in China—are more willing to pay a premium for products with natural taste solutions. They include ingredient source seekers, quality-seeking affluent consumers, health-conscious shoppers and “ultimate truth seekers.”
  3. In all countries, “no additives” ranks first in the top three attributes driving naturalness perception in all categories (except for drinking yogurt in Thailand; there, “health attributes” tops the list). The second most frequent desired attribute cross-country and cross-category is “contains real ingredients” (such as fruit extracts or natural fruit juice).
  4. Natural taste solutions show the biggest potential for food and beverages in China, with consumers asking for safety and health credential while taste remains a priority.
  5. Beverage is the category where the potential to leverage naturalness as a purchase driver is largest—particularly in flavored water—with high opportunities in all countries.
  6. In Japan and Australia, opportunities look high in flavored water and medium in RTD tea. Flavored waters are expected to be safe for long-term consumption, and consumers are interested in “organic” and “low/no sugar” claims. In RTD tea, there’s an emphasis on “taste authenticity” and “organic,” especially among those identified as ingredient source seekers and health conscious premium.

“Symrise aims to work with our customers to decode the full insights from the study and to combine them with their brands and needs to deliver winning products, to unlock their business potential in Asia Pacific with Symrise Code of Nature solutions,” said Lionel Flutto, president, flavor, Asia Pacific. “For this reason, Symrise continues to strongly invest in Asia Pacific and works to bring to market natural solution that consumer loves.”