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Study: 'Natural' food is important, but difficult to define

from Food Dive

The "naturalness" of food is crucial to consumers and is important for acceptance of different ingredients and food technologies, according to a research review in the journal Trends in Food Science & Technology. The review examined perceptions of what makes food natural among more than 85,000 consumers from 35 different countries. The researchers found the term was difficult to define, but that a majority of consumers had no difficulty in intuitively assessing the naturalness of foods. Most consumers from developed countries preferred foods grown in a traditional way in accordance with nature, the review’s authors concluded. They wanted foods to be free from artificial additives and preservatives, although they were more willing to accept additives of natural origin. more

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