Food and beverage, cosmetics, personal care, even pet supplies aim to meet the growing consumer demand within the natural products industry. Trendy product iterations, from plant-based to regenerative to organic, have populated online marketplaces and store shelves to appear innovative and forward-thinking (or sometimes copycatting in response to competitive products). When expanding into the natural product space, companies can encounter both consumer trust and/or skepticism, where consumers opinions and experiences are heavily shaped by misconceptions and oversimplifications. Natural ingredients cast a health halo of purity and cleanliness but may not live up to the expectations of the consumer. The value of natural ingredients varies based on the consumer perception; therefore, companies must consider what their target consumer wants and needs. To have market success in the natural product space, companies must listen to and represent the consumer voice by being transparent, adaptable and trustworthy.
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