n South African Food Review - Do 'natural' claims cut the mustard? : online with

Volume 42, Issue 4
  • ISSN : 0379-6000



For an ubiquitous word, "natural" has gained an enormous amount of traction in the food industry. Marketers certainly love the term, in part because it promises a lot, without clearly saying what the product is actually delivering to the consumer. In this White Paper, Emma Gubisch, strategic insight manager at Leatherhead Food Research, explores what the term actually means to consumers and how willing they are to pay for these product claims. It also provides global market data on products launched with "all natural" claims.

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