Just over a third of consumers have heard of the term “clean label,” but that doesn’t mean they aren’t looking for natural products, new research from FMCG Gurus reveals.
The research firm found 36 percent of consumers know the term, used in the food industry to classify products that are natural and free of artificial and synthetic ingredients. Due to growing concerns over health and wellness, consumers are actively looking for more natural products and ingredients. So, what does naturalness mean to consumers, and what are they looking for?