A survey by GlobalData revealed that 64% and 54% would prefer fewer chemicals/processed ingredients over more effective/functional products in food & drink and personal care respectively.  

The desire to avoid chemicals and processed ingredients stems from the consumer perception that these ingredients are harmful to their health. According to GlobalData’s 2016 Q3 global consumer survey 75% of consumers globally think that artificial additives and preservatives are harmful to their health.

Consumer willingness to trade away efficacy in exchange for fewer chemicals evidences the potential for growth in the natural space. Products that can be marketed as natural while retaining efficacy, however, will be best suited to win over chemical-averse consumers.