Wednesday, December 6

Kerry Research Pinpoints Emotions Consumers Associate With Botanicals

Kerry has released research uncovering the psychology behind consumers’ botanical preferences and perceived benefits, according to a press release. The research examined 44 emotions that consumers associate with botanical extracts.

Between 2017 and 2020, botanical use in beverages rose 46%. The global market for botanical beverages and foods is expected to reach 1,489 billion by 2025, the press release states. This includes herbs, roots and barks, plants and trees, and flowers.

Kerry surveyed over 6,500 consumers across 12 countries in North America, Europe, Latin America, Asia Pacific, and Africa to discover attitudes towards over 55 botanicals. The research found that consumers think of botanicals as being energetic, interesting, useful, trustworthy, and safe. For example, a drink containing guarana, ginseng, and ginger can have the same ‘energy’ connotation as a coffee or energy drink would. Ingredients such as saffron, bergamot, and honey are considered premium.

Read the full article at Whole Foods Magazine.