Symrise Study Reveals Consumer Expectations of 'Naturalness'

10 Nov 2014 --- Nature offers plenty of ideas for inspirational beverage concepts, whether it’s carbonates, teas, juices or alcoholic beverages; but the latest study by Symrise shows exactly what consumers expect of natural beverages, in terms of packaging, products and taste.

Consumers love the taste of nature. And naturalness is generally popular around the world, both in mature and emerging markets. Symrise has consolidated its expertise in the strategic platform CODE OF NATURE and, it said, the company has developed beverage concepts that are attractive based on their naturalness. "We’ve looked into naturalness from different perspectives: consumer needs, expert knowledge, cutting-edge technologies," the company explained.

To find out, which aspects of naturalness appeal to consumers, what consumers look for and what they associate with nature Symrise conducted an extensive study. For this, it interviewed consumers in five countries and enriched the findings with the opinions of industry experts.

"In our study, we examined what naturalness means to consumers, what they expect of certain drink segments and what products and the packaging should look like," Symrise said. "Therefore we know how a drink should taste like and which additional characteristics will boost the impression of naturalness. We use this detailed consumer and market know-how to develop winning beverage concepts."

"CODE OF NATURE combines all of our expertise in naturalness. In addition to the knowledge based on our consumer, market and brand insights our products evidence our long-term expertise in processing of botanical raw materials. For decades, we have been leading in extraction, distillation and separation - using both traditional and cutting-edge technologies. We know what’s important and how to apply it. Today and in the future, we want to understand the megatrend of naturalness in all of its facets."

Based on the findings of CODE OF NATURE, Symrise has developed two product portfolios for inspirational beverage concepts. "They are based on a modular system and allow us to offer customized solutions for your beverages: Botanical Essentials and Fruity Essentials."