April 30, 2025 – This report examines the natural ingredient trend in food and beverage products in the US, including macro trends, consumer insights, top companies and brands and new product launch trends. It identifies underlying macro trends spurring interest in food and beverage products with natural features, it summarizes consumer perceptions, preferences and claims’ popularity related to natural features, including demographic skews, and it identifies top vs. emergent claims related to naturalness that are being cited on food and beverage packaging.

Finally, the report reviews ingredient trends for the overall formulations of food and beverage products making natural claims and shares notable active natural ingredients that manufacturers may be highlighting.

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