Embracing Naturalness in a changing world

Consumers are taking control under Covid, adding health, creativity and wellbeing to mealtimes

安迪正在纽约公寓的厨房准备晚餐。通常他会在篮球实践中出去，并计划在继续前往最喜欢的餐厅之前在酒吧见面，但事情在Covid下发生了变化。

Andy opens the door of the well-stocked refrigerator. ‘Three of us live in the apartment, and we rarely ate together before Covid. When lockdown hit we felt a bit lost, and then decided to take control and make mealtimes into an event.’

His household reflects the situation in many others. In changing times the kitchen has become the new social hub, presenting families and friends with regular opportunities to meet, eat and discover the possibilities of home cooking.

Amy sits at the kitchen table and opens her laptop. ‘It’s strange, despite all the restrictions we are eating better and getting to know each other - plus, we can invite our friends via Zoom. Every meal can be a dinner party!’

Mary enters. ‘Something smells good,’ she says.

We all have fewer opportunities to eat out, and more time to contemplate and plan our mealtimes. The ‘new normal’ has accelerated changes in attitudes as people come together and consider what is important to them, and how this is represented in their food choices. Regine Lueghausen,全球营销副总裁

‘Chef Andy is in the house!’

‘Of course, my cooking still needs some refinement to achieve restaurant quality. At the same time - my friends like it a lot,’ laughs Andy. ‘I used to help my Grandma out in the kitchen at home so I learned the basics. I’ve become the nominated chef because I know what tastes good and I know about ingredients. We’re stuck together so why not eat well?’

艾米吃素食饮食和玛丽消费所有素食产品。我们都希望健康生活，“安迪说。“我喜欢制作适合我们所有人的饭的挑战。专家饮食专注于良好的成分，照顾好自己并照顾地球。我认为这是一个最低要求作为体面的人。

安迪读取标签上一罐西红柿酱。“There - simple ingredients, and pretty much all-natural as far as I know. Who wants strange sounding things with their tomatoes? It only takes a bit of research to find out what’s natural and organic, to check out where it comes from and what it contains. The label on the jar has to speak to me. Simple, honest, trustworthy.

Andy is talking about naturalness. He refers to the increasingly popular idea that we should make closer connections to the natural world that surrounds us, feeds us, delights us and inspires us with its rich flavors and boundless creative potential.

食物means more than fuel to the modern consumer. Community is making a comeback, and as more of us get together to enjoy mealtimes, naturalness is becoming a key ingredient.

Amy positions the computer at the head of the table. ‘Covid makes us feel weird - it has stopped so many things. On the one hand we can see much less of our friends in person. On the other hand, we can invite people to dinner via our computers - and they have to cook and do the dishes for themselves!’

Mike appears on the screen, the first virtual guest. Mike is taking cooking lessons from Andy. ‘Every time we did a Zoom I’d join with a sandwich and have to watch these guys eating Andy’s amazing creations. So I asked him to teach me a few tricks.

“我仍然吃肉，”迈克说，好像考虑到未来决定转动素食主义者。“它必须是有机，可持续的，动物福利保证。这对我来说更好，听起来很可能是生活体面的生活 - 治疗农民，避免残忍，你知道。

布伦达加入了电话。她的家人德利开始作为一种爱的劳动，为正在寻找高质量成分的狭窄的顾客服务，精心源自世界各地。“纽约在一个城市中巩固了整个世界，我们的客户展示了所有国籍，以及我们的朋友当然。

Young people in particular are turning to naturalness as they strive to make the most of mealtimes, combining culinary creativity with being healthy, searching for quality and minimizing their impact on the fragile world. Stefanie Hartwig,全球营销订婚经理

‘I make sure the meat I buy is all locally sourced and organic,’ adds Mike. ‘I have to pay a bit more. That feels ok with me. I’d rather have meat less often and make sure I eat the good stuff.’

Andy points to his olive oil bottle. ‘Brenda’s place is amazing - olive oil that makes you feel like you’re in Tuscany, tomatoes bursting with European flavor.’

Brenda Nods。“当Covid击中我们挣扎时，我们在线业务发展，开始在当地做饭套件和送货，并在本地源于填补供应差距。我们还试图使我们的产品专家，但更实惠。我们现在可以获得更多的年轻客户 - 为自己做饭，想要烹饪的人，而努力争夺他们的原则。

‘I think food is becoming the whole experience, including planning, shopping, cooking and eating. Each part adds its chapter to the… story. People call us up and ask questions - we’re local, we’re real and people can connect with us and the food they buy.’

玛丽加入。“我一直以为所有的食物都只是...食物。男孩是错了。挖一点更深，你会感到惊讶。如何帮助农民获得公平的价格，或选择来自治疗良好的鸡的鸡蛋，或者寻找对待环境的农场，就像他们希望它持续超过五分钟？“

Andy signals for everyone to start. ‘Covid has taken so much away, and we’re fighting back. Starting with mealtimes. We’re getting more enjoyment, more goodness, more flavor and more… of an experience.’

The physical, psychological and environmental benefits of naturalness are becoming clearer in households across the world.

玛丽挥动叉子。“当你在自然之间建立连接和你的盘子之间的连接时，你会迈出迈向可持续性的迈向。雷竞技投注是真的吗我们年轻，我们希望为我们的一生和我们的孩子及以后有好事。

‘If change tastes like this then I am definitely going for it,’ says Amy. ‘It has become much easier to find good food and ingredients in stores, even in the supermarkets. I had already started to look closer at labels. Now, even when you’re shopping online you can search out better products. The selection has definitely improved.’

Consumers tend to reject ingredients with scientific-sounding names because they do not perceive them as natural. In order for the consumer to understand and trust the content of the label, concrete and transparent information is needed. Sandra Corneau,全球导演感官和消费者见解

Understanding global attitudes towards naturalness

The changes in Andy’s New York kitchen are being seen across the world as people find themselves cooking their own food and learning about the crucial role of the ingredients that go into the dishes they create.

购物也成为一个重要的组成部分life, and making the right choices is increasingly important to people as they understand flavors, tastes and the implications of the products they choose.

At Symrise, we are continually working to embrace naturalness and help consumers like Andy to access the tastes he and his friends love. We have summarized our part in this global movement in the Symrisecode of nature®

通过对齐开展的研究表明，对自然态度的变化是全球性的现象。

自然的重要性不同于国家到国家。一般来说，已经显而易见的是，“自然”这个词的明确使用对产品或其成分的感知和接受产生了很大的影响。

Asia Pacific

“No additives” and “contains real ingredients” (e.g. fruit extracts or natural fruit juice) rank among the top three attributes driving naturalness perception.

Europe

消费者对食品成分非常感兴趣，并将彻底读取成分（即使是长的）列表，只要他们可以理解它们即可。
In general, consumers attach importance to ingredients they know and mostly reject unfamiliar ingredients.

USA

Consumers primarily associate naturalness with the terms “fresh,” “natural,” “local ingredients” and “free of additives and preservatives.”

拉美

Consumers understand naturalness as describing a product that is real and pure without additives.
墨西哥，阿根廷，巴西和哥伦比亚的高比例消费者愿意为拥有真正自然的产品支付更多费用。

正如安迪坐下来，看着他的朋友清理厨房，他反映了另一个有趣的夜晚。

“我期待着再次去餐馆的时候，”他说。“与此同时，我们在家里看到的大变化都在这里留下来。此外，我知道我会更多地关注我的餐馆食物来自哪里。

Mary agrees. ‘I think shops and restaurants are going to have to show much more transparency about how they source their food, how they prepare it and the effect it is having on the environment.’

安迪把一些剩菜放在冰箱里。'当然，味道。它必须味道好。这就是我喜欢的厨师正在寻找，我的朋友也是如此！“

简单是关键，并且在供应链的每个阶段都很明显，来自来自可信供应商的采购成分，帮助开发最好的自然品味，并提供最好的产品，清楚地标记并准备使用。这就是对大性的Symrise代码全部。 Walter Ribeiro，Global Senior Vice President Supply Chain & Procurement