Naturally authentic

No longer content with products incorporating some ‘natural’ and ‘authentic’ elements, consumers want products that are holistically natural and authentic. This means having nothing added (no chemicals, additives or preservatives) and being as far as possible in its natural state (e.g. seasonal ingredients and products)

How is this sub-trend evolving?

How it was

A focus on specific elements of natural and authentic, e.g. seasonality

The enormous success of subscription food boxes such as Abel & Cole is partly down to their focus on naturalness and authenticity; their contents will be guaranteed organic and seasonal. Into the nest 3 – 5 years we will see this sub trend intensify, with consumers getting closer to natural food and cooking processes.

How it is

A hunger for products and experiences that are holistically natural and authentic.

Tom Hunt’s bestselling cookbook ‘The Natural Cook’, for example, uses exclusively seasonal produce that can be grown and produced in the UK, encouraging consumers to grow and source for themselves.

How it will be

Bringing natural products from the edges into the mainstream to create a new normal in every area of food consumption.

Weightwatchers and Aussie Farmers Direct (a organic veg box delivery service) have teamed up to offer Australian dieters a natural way to stick to their diet plan

In-market examples from around the world

What: Mexico have beaten their Californian neighbours to it – launching the country’s first all-natural wine from the Baja California region.
Why: All-natural means no sulphites, minimal toxins and minimal processing, going right back to primitive modes of wine production to reinvent the category with a product that requires less detox after consumption.
What: Using real ingredients, BlackHawk lets people keep even their pet’s diet natural
Why: Desire and demand for real ingredients is extending beyond people’s own diets. This hot sub-trend is moving from the human mainstream into the pet periphery.
What: A company focussed on creating foods using the old, primitive, and natural technique of fermentation
Why: The company recognising that in their search for naturalness people are looking beyond just the ingredients and want natural processes that retain and pack in as much of the good stuff as possible.
What: Tou Prevezanou is the new product line of greek frozen seafoods, family-run business ‘Ionian Fish’.
Why: Their beautiful rebranding and new package design allows consumers to see the actual product, stressing its freshness whilst the design echoes the simplicity of the product, and heritage of the established fishing business behind it.
What: The Coconut Collaborative produce creamy, gluten free dairy alternatives using a simple coconut formula.
Why: Their brand hinges on minimal ingredients and great storytelling, taking the consumer on the journey from palm tree to product, to truly communicate the purity and craft behind their brand.
What: SAF restaurant in Turkey offers locally sourced food scratch-cooked at low temperatures.
Why: The raw food movement is growing globally, as excess industrial processing and additives are blamed for damaging health. SAF provides an exciting non-processed option for increasingly health-conscious consumers.
What: German organic supermarket chain Alnatura is experiencing something of a renaissance. For the last two years, it has surpassed the EUR 500 million turnover mark.
Why: Alnatura’s mantra of “Sinvoll für Mensch und Erde” (“makes sense for people and the earth”) is striking a chord with food shoppers across Germany, who value high quality produce that hasn’t been shipped or flown for miles.
What: Kate & Kimi is a local Shanghainese company that sources organic produce from farms in China.
Why: Appalled by the many Chinese food scandals in recent years, Kate & Kimi’s consumers are willing to pay extra for produce from farms that are local, organic and strictly regulated.