Taste that makes consumers think of fresh, natural and home-cooked
food matters most
International survey data reveal that fresh-tasting, natural, home-cooked tastes are driving consumer
demand around the world and not just in mature markets. In markets as diverse as Nigeria, Brazil,
Poland and China authentic and natural-tasting food is the consumer’s favorite. At the same time
manufacturers must rise to the complex challenge of meeting these taste expectations without
sacrificing convenience and understandable labeling.
x In a recent DSM survey focused on urban consumers’ taste preferences, attitudes and
behaviors, data revealed that more than half (55%) believe a ‘fresh or natural’ flavor is what
makes food taste delicious, followed by ‘tastes as if it was made at home’.
x This was felt most strongly by urban consumers living in China (72%); while their counterparts
in Brazil said they first and foremost wanted food that ‘tastes as if it were made at home’
(67%).
x These cravings for fresh, natural or home-made tastes is one of the more important challenges
for food producers in the face of consumer behavior, as nearly two-thirds (64%) of urban
consumers report they are using the same amount of OR more processed food at home than
they were 3 years ago.