Natural ingredients drive purchasing choice

GlobalData’s Q1, 2017, global consumer survey has revealed the importance shoppers place on natural ingredients.

According to the survey, 46% of global consumers claim that the inclusion of natural ingredients in a product would make them more likely to choose one brand over another. This sentiment increases with age, with 45-64 year olds most likely to be motived by the presence of natural ingredients.

This preference can be attributed to general consumer awareness about the impact that ingredients have on their health. It makes shoppers more cautious about the options available on the supermarket shelves, leading them to seek out healthier products and those containing more natural ingredients.

To capitalise on this trend, brands should use more natural ingredients to better align with consumer demand. Colgate, for example, has added citrus and herbs, such as lemon, basil, eucalyptus and cloves, to its toothpaste formulation launched in India to offer a more natural product.

Global: consumers who claim that natural ingredients would make them more likely to choose one brand over another, by age, 2017