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New research – Consumers are willing to pay almost 50% more for natural colors and flavors

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New research – Consumers are willing to pay almost 50% more for natural colors and flavors

Consumers are happy to pay a premium of nearly 50% for food and drink formulated with natural ingredients, according to a new survey commissioned by Lycored, the global leader in carotenoids.
In the online poll, researchers asked 506 US consumers whether they would be prepared to spend more on a product if it was made with natural flavorings and colors. In total, 88% said they would.
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