Summary

Organic and natural trends involve individuals who seek a mixture of high quality, simplified, healthy and ethical products that are often part of wider environmental and social responsibility. In food and drink, "quality" often refers to pleasantness in taste and aroma, which allows self-indulgence. Natural or organic claims suggest that the ingredients are responsibly sourced and in line with higher environmental responsibility and animal welfare. Knowing a product abides by organic standards means that it is unadulterated by preservatives and artificial additives, so consumers consider it safer, healthier and more ethical.

This report examines what organic and natural mean as consumer trends and why they are important, who is likely to be the target audience, how FMCG brands can best capitalize on the trends, and what will be the future outlook for the trends.

Scope

- Once a small selection of niche products, organic and natural ingredients can now be found in a wide variety of food and non-food categories.
- Discounters are moving more into low-cost organic produce to appeal to new target groups.
- Younger consumers and parents are interested in organic and natural ingredients.
- Health perceptions drive a lot of organic and natural product consumption.
- Moral perceptions drive a lot of organic product consumption.
- Organic alcohol and personal care products are growing categories.

Reasons to buy

- Understand which audiences are most affected by organic and natural trends.
- Compare the presence of these trends in each industry across the FMCG space, and learn what the key opportunities are.
- See the actions that major brands are taking to get ahead of the greater interest in organic and natural.

Companies Mentioned

Aldi
Naty
Similac
Imse Vimse
Ella's Kitchen
ILIA Beauty
John Masters
Guayaki
Organic Colour Systems
Delixia
Kineta
Clarks
Beloved
SweetLeaf Organics
Organic Valley
Nutriseed
Organic India
Rapanui
Papagayo
Alternativa
Lavera
Vincent Gaudry
Peak Brewing
Blind Tiger Gin
Brew Organic
Better Than Food