Consumers shopping all-natural trust small, independent companies

LOS ANGELES – A new national consumer poll released by Instantly on Wednesday found that artificial ingredients in food products are a top concern for Americans and many do not trust large companies to produce all-natural alternatives.
According to the study, 75% of Americans said that when it comes to producing all-natural products, they trust small, independent companies over large, established ones. Consumers also associate natural foods brands with independent ownership. As many as 70% believe that most natural foods brands are independent, while 30% believe they are owned by large companies.
“The perception among consumers is that natural foods are the domain of independent brands and larger corporations don’t have this specialty,” said Andy Jolls, chief marketing officer at Instantly. “But with the mergers and acquisitions in the consumer packaged goods industry, the reality is that many food brands are owned by a handful of big companies. As demand for natural foods and ingredients rises, marketers need to be mindful about both the risks and opportunities that exist and position their brands carefully so as not damage consumer trust.” read more –