Consumer demand for food and beverages based on natural ingredients has surged over the past few years due to the negative research results of artificial ingredients and its associated media attention. In 2007, a total of 1,166 (13%) of the new products introduced in the beverage market were made from pure, natural ingredients, while in 2006, only 579 new products were based on natural ingredients. (Source : Mintel GNPD, In Europe 2007.)

The majority of consumers in Western Europe are convinced that their food choices can actively affect the level of health they enjoy and consequently become focused on the healthy alternatives of natural foods and beverages. A study conducted in Great Britain shows that 69% of consumers prefer natural foods and beverages over other products and 64% of consumers avoided products with large amounts of artificial ingredients. (Source: Nielsen Homescan, 2007)

What are "natural products"? Current throughout Europe there is no officially leagal and valid definition for the term. The Datamonitor Market Research Company approaches it best with the following description: Natural products contain no artificial additives and no sweeteners, colorants, preservatives or raw materials from the chemical industry. They must also be grown naturally, minimally processed and contain nothing that does not exist in nature.