‘Naturalness’ a key factor in driving purchases, Globaldata finds

Growing awareness of heath and wellbeing is resulting in demand for more ‘better-for-you’ ingredients in food and beverage products, according to recent findings from GlobalData.

More than half (57 per cent) of consumers in the Asia-Pacific (APAC) region have become attentive to natural ingredients in products and it is influencing their shopping behaviour, with consumers casting a critical eye over the ingredient list and product claims before they purchase.

“Consumers in APAC are highly ingredient-aware and have access to more information now compared to earlier times,” Shagun Sachdeva, consumer insights analyst at GlobalData said.

“Naturalness is a key factor driving consumers’ purchases and encouraging fast moving consumer goods (FMCG) companies to align their product portfolio by adopting a more holistic approach, using natural yet functional ingredients to create a healthier halo.”

The research company said brands are providing consumers with core information about products in order to rebuild trust in an industry that has been rocked by notable recalls.

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