Consumer Sensory Perceptions of Natural Ingredients: A Multi-Country Comparison

Abstract

Consumer perceptions of the term ‘natural’ do not always align with those of science or public policy. Further examination of the term from a consumer standpoint is therefore necessary. In this study, we aimed to identify differences in consumer perceptions of natural ingredients across various countries and demographic segments to determine whether a common concept of natural ingredients exists. Twenty ingredients were assessed to identify those perceived as natural by consumers. A total of 8191 consumers (about 630 consumers per country) were surveyed. Cluster analysis identified four clusters of countries with similar perceptions of natural ingredients. Most ingredients were evaluated similarly across countries; however, specific ingredients differed among certain countries. Several ingredients considered natural according to scientific, public policy, or marketing standards were not perceived as natural by consumers. These insights into perceptions of natural ingredients in each country may help governments, public policy experts, and food manufacturers reconsider strategies for marketing natural products and educating consumers about natural ingredients.