Symrise is supporting its customers in mastering their challenges related to naturalness in food and beverages. To do so, it uses its unique natural solution platform code of nature™ and combines the best of nature and the best of science. With the four pillars of this holistic approach, Symrise is decoding consumer trends. It connects these insights and regulatory consultancy capabilities with its long-standing scientific heritage to develop natural solutions for taste, nutrition and health that consumers love.
Did you know...
… that the explicit use of the word ‘natural’ can make a difference in driving preference, especially if linked to the core ingredient (e.g. ‘natural onion extract’ versus ‘onion extract‘)?
…that most consumers accept long ingredient lists as long as they can understand it?
…that for culinary products a familiar and common preparation method (e.g. roasted, cooked and dried) can positively impact the naturalness perception?
The four pillars of code of nature™
The holistic code of nature™ approach harnesses four pillars: acting consumer-driven, using the best naturals and applied science, while offering regulatory guidance.
Acting consumer-driven means decoding consumer trends and developing natural product solutions that consumers love. Extensive investigation feeds Symrise’s deep understanding of what drives food choice. Over the past few years, Symrise has worked with more than 25,000 consumers globally and investigated their attitudes, perceptions and preferences. By using these insights on a daily basis in development projects, Symrise helps to deliver what consumers want.
Best naturals is about using the best natural raw materials based on Symrise’s strong in-house agronomy expertise and a responsible and sustainable sourcing approach. This presents one way that makes Symrise different: it directly connects with fields and farmers and builds long-term partnerships based on mutual respect. This helps local communities and creates value for all stakeholders.
Applied science means using proprietary technologies and gentle preparation methods to develop natural solutions with signature flavor profiles and health actives with science-driven proven efficacy.
Regulatory guidance helps manufacturers to navigate the complex and changing regulatory landscape. Forward-thinking advice from a trusted partner can ensure regulatory compliance and help create labels that consumers understand and trust.
Evolving consumer needs — forming a true global movement
Today’s consumers across all countries and categories are getting more health conscious. They want to know what the food they eat contains, how farmers grow it and how it impacts the planet. The growing awareness for trust and traceability in the food chain has resulted in an increased demand for food closest to its natural state. Consumers look for food and drinks with ingredients they know from their kitchens and they feel familiar with. They want the taste of garden-fresh tomatoes or the taste of a lemonade just like freshly squeezed.
Especially the COVID-19 global pandemic has amplified this trend even further, bolstering the natural food movement.
As a result, consumers want products from farmers that care about sustainable agricultural practices. Animal welfare also plays a decisive role for many consumers and, finally, they are looking for healthy and nutritious products delivering great taste experiences and wellbeing.
What have you been paying more attention to since the outbreak of the Covid-19 pandemic?
How have your eating and buying habits changed since the beginning of the Covid-19 pandemic?
In total %s votes
These rapid changes within the world of naturalness and the aforementioned consumer needs pose both significant challenges and opportunities for the food and beverage industry. To stay relevant, companies should offer products that consumers recognize and accept as truly natural — and they have to adapt quickly.
By listening to consumers and adapting to their behavior, agile manufacturers can combine innovation and sustainability to make the entire production process better for everyone from start to finish.
Nature means variety. It is evolving, ever changing, hard to predict, with crops and harvest depending on the weather, soil and so much more. At the same time, consumers expect a very specific taste and visual appearance. We consider it key to offer products that reflect the boundless variety of nature and to address the versatile consumer needs and requirements with consistent quality that consumers love.
Did you know...
… that, among the different categories, beverage offers more potential to leverage naturalness as a purchase driver, especially in flavored water, with huge opportunities in China, Japan, Australia and Thailand?
… that, in the Unites States consumers value naturalness the most in the following segments: yogurt (68%), followed by soups/broths (55%) and flavored water (50%)?
… that, in European beverage segment (lemonade, flavored beer and liqueur) words like ‘oil’, ‘powder’ and ‘distillate’ can decrease the perception of naturalness?
… that, in Latin America the taste direction influences the naturalness perception of a product and, that which taste direction people associate with naturalness varies from category to category and can also vary from country to country?
We are helping manufacturers to meet the challenge of changing consumer needs
As one of the founders of the taste industry with nearly 150 years of expertise, Symrise combines technology with respect for nature. This forms the foundation of code of nature™.
With code of nature™, Symrise has created a natural solution platform that unlocks and amplifies the best from nature. A commitment to signature solutions for taste, nutrition and health – made with the best of nature.
The all-encompassing approach connects the market and consumer needs with all facets of Symrise’s long-standing expertise and heritage to develop natural, authentic solutions for sustainable growth.
With code of nature™, Symrise responds to all these challenges. By using natural, sustainably and responsibly sourced ingredients to develop stable solutions Symrise supports its customers in delivering natural products with a consistent great taste and quality consumers are looking for.
Discover how Symrise crafts inspiring solutions for its customers and consumers and how the four code of nature™ pillars contribute to that.
Would you like to learn more?
Contact us to discover how Symrise can help you to develop natural taste, nutrition and health solutions consumers love.