This trend is the topmost of all trends and at the same time the strongest basis for success. Thus “naturally functional” supports and inspires all other trends. Accordingly, this trend is not ranked alongside the others, but should be understood as superior to them. Naturally healthy food and ingredients with added value are what consumers want first and foremost – more than anything else. No further health claims are required.
This trend is important for all companies that want to grow. It is a driver for ingredients & brands – the ingredients give the brand a healthy image. The brand in turn gives the ingredient greater visibility.