July 28, 2010 – A new research project is due to examine the international landscape for natural foods, with the aim of helping manufacturers understand consumer expectations and successfully market their products.
Conducted by UK-based Leatherhead Food Research (LFR), the project will provide an overview of the market for natural products across Europe and the United States. It will also gauge consumer perceptions and attitudes, and set out the issues that food marketers must consider in the sector.
LFR’s market intelligence manager Chris Brockman, who will lead the research, says the findings will provide “essential information to those companies looking at how to reformulate their products and will identify factors that will assist in the future marketing and positioning of clean label products.”
The month-long project, which is due to kick off in September, will take a three-pronged approach to the clean label sector: Market overview, consumer perceptions and industry implications.
It will include a review of available data on current and future trends within the category, as well as original consumer research and interviews with “key” ingredient suppliers and food manufacturers.
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