The Latin American (LATAM) market is beginning to ripen in its demand for naturality in F&B products, which extends opportunities for organic and free-from offerings. Flavor producer Symrise has surveyed more than 1,500 consumers in Mexico, Argentina, Brazil and Colombia, who demonstrated varying preferences for flavor profiles. While price remains an important consideration across the region, it was found that high proportions of survey participants are willing to pay more for products that “embrace true naturalness.”

“Increasingly, naturalness also starts playing a role in Latin America,” Regine Lueghausen, Vice President of Global Marketing Flavor Division at Symrise, tells FoodIngredientsFirst. “While this trend is already well-established in Europe and North America, it is not surprising it also awakes in this region, which is home to many of our continents natural resources – for example, tropical fruits. At the same time, considering the impact of COVID-19, these natural solutions have to be affordable for the target consumer.”

Variations and commonalities across regional markets

Results from the regional study revealed interesting variations and strong commonalities between national markets. Among the categories included were Sweet Goods and Dairy; Savory and Snacks; and Beverages. The relative appeals of natural ingredients varied, as in the case of consumers in Colombia and Mexico attributing more health benefits to aloe in sodas, while local flavors like açaí were found to have gained a foothold in Brazil.

Fruit flavors, especially from the citrus family, deliver key purchasing factors across the region, with lime, citrus mix, lime blossom, grapefruit and orange noted as highly preferable. Consumers across the board were also found to share common views on ice cream and sherbets, for which 100 percent natural ingredients are considered to be a healthy “reward.”

In the Savory and Snacks category, consumers look for quality brands and pay particular attention to labels and ingredients. In Brazil, Symrise found that consumers perceive soups as a healthy snack and useful as an option for weight loss. 

For sauces and dressings in Latin America, an emotional factor can be correlated, as the study shows that one of the main reasons for buying 100 percent natural ingredients products rather than regular ones is taking care of their families and themselves. 

However, some local differences in consumer preferences can be described as purchase drivers in this culinary segment: in Brazil, having low salt levels; in Argentina, having a simple list of ingredients; in Colombia, made with local ingredients; in Mexico, made from real fruit or vegetables. Sustainability and ethical sourcing remain important across all markets.

Naturality in line with specialist diets

In particular, Symrise reports that LATAM consumers are seeking great taste experiences and are positively influenced to accept a product by the explicit use of words such as “natural”, “organic” and “fresh.” In line with a theme that has already matured in other regional markets, consumers here have begun to reject ingredients with scientific or artificial-sounding names and prefer common and familiar preparation methods.

More consumers in the region are looking for organic and natural food and beverages that suit their specialist diets. The study found that between 43 to 49 percent of consumers hold a health-conscious mindset; look for organic and natural food; follow a special diet like vegan, vegetarian or paleo; and avoid meat and consume more dairy.

Across Latin America, the concept is associated with a combination of factors based on health benefits, less or no processing, low salt and sodium, no additives or artificial flavorings, as well as sustainability, transparency and authenticity of sources. Clarity and simplicity of ingredients are also important, with consumers responding favorably to products with familiar, easy-to-understand labeling and preparation methods.

Provenance goes hand-in-hand with naturality
Symrise’s naturalness study further indicates that consumers are paying closer attention to the provenance of the products they choose and bringing greater knowledge and higher expectations to their decision making.

As Innova Market Insights’ Top Trend for 2020 “Storytelling: Winning with Words” highlights, manufacturers are increasingly focusing on ingredient provenance and brand storytelling platforms to emphasize the taste and quality of their products, as well as their uniqueness and sustainability efforts. 

Next to naturality, the market researcher says that provenance platforms can communicate a whole range of messages to the consumer, including taste, processing methods, cultural and traditional backgrounds, as well as the more obvious geographical origin.

“They are looking for great tastes as much as ever and they base their choices increasingly on simplicity and transparency, health benefits and the authenticity and sustainability of ingredients that are based firmly in nature. They are willing to pay more for products that conform to these complex requirements,” Kasahara concludes.

Symrise has collected global insights on consumers’ perceptions of naturalness spanning more than 15,000 consumers across Asia Pacific, North America, Europe, Africa and the Middle East.