02.12.2022
“Natural does not always mean sustainable”
We are reliant on optimized foodstuffs in order to supply the planet’s growing population with healthy, sustainably produced food. However, consumers often view these as “artificial”, and thus “unnatural” – and “natural” is the preferred choice. Of our everyday foods, however, very few are of “natural origin”. They have been optimized by humans over the course of time. But are supposedly “natural” products also healthier and more sustainable? Three presenters took an in-depth look at food optimization in this Swiss-Food Talk.
Naturalness is a key factor for consumers. Perceived naturalness plays a major role in choosing a particular product. Dr. Fabienne Michel, researcher in Consumer Behavior at ETH Zurich, explains why: “Consumers view natural foods as being healthier and more environmentally friendly. In addition, many think that natural foods taste better than artificial ones.” But what do consumers think a natural product is?
Perceived naturalness is affected by factors such as cultivation, production, and the properties of the final product. The “Food Natural Index”, developed in conjunction with Michel and other scientists, provides further answers regarding consumer behavior. The perceived naturalness of a product increases, the lower the levels of additives, unexpected ingredients (such as thickening agents) or processed ingredients it contains. A food is also considered to be more natural if it is labeled as being made using organic production methods. As the term “perceived naturalness” suggests, however, there is no conclusive definition of “natural”. |