Organic products, once appealed only to the health-conscious consumer demographic, it is now rapidly diversifying. Consumers are paying more attention to food safety, supply chain transparency and social/ethical concerns. Consumers’ definition of natural and clean label is remarkably similar. Many believe natural to also be organic. Top descriptors include: No additives or preservatives, Absence of artificial colours/flavours, Healthier, better for the environment and safe. Expectations for organic food and beverage are evolving beyond no pesticides or antibiotics. 4 in 10 would pay more for products that conserve and rehabilitate biodiversity and the environment.
Consumers believe organic is healthier than other food and beverage and are influenced by natural and organic product claims. Organic claims around the world are defined and regulated by governments. Products with an organic claim and/or logo must meet benchmarks for the percentage of organic ingredients.
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