It is possible that those food products not perceived as natural are not accepted by lots of consumers in the majority of countries. This could well have implications for not only developing and selling food, but also for the increase in emerging food technologies. Consumers are gradually becoming more aware to natural ingredients, while the growing importance of naturalness among consumers has meant key implications for the food industry. In modern societies, more globalised markets and more manufacturing efforts made in the food chain have led to knowledge gaps and a perceived separation between local manufacturers and citizens (e.g., how foods are produced, where they are produced, etc.). Yet day-to-day consumer perceptions rely on other factors apart from these achievements. Food processing has played a vital role in prolonging food products’ shelf life, mitigating food losses and reducing waste and in enhancing the production of nutrients and their availability. In the 20th century, developed countries resolved the lack of food security with a major contribution from agri-food industrialisation. Finally, we must stress that being natural does not necessarily guarantee market success. It is noteworthy that Nature is a superb source of desirable substances, and many have a sweet taste, and many still need to be studied.

In response to such a phenomenon, the food industry offers consumers alternative natural sweeteners with the advantage of added health benefits. In line with our main research outcome, we can assume that consumers are very keen on choosing foods with clean labelling, natural ingredients, preferably with other functional properties, without the loss of taste. It also includes issues about their use and development as regards health impacts, food security and sustainability. This review work discusses, addresses and provides details of the most important aspects of consumer’s perceptions of and attitudes to natural foods and in-depth research into natural sweeteners. At a moment when the population is increasingly aware and involved in what it eats, both consumers and the food sector are showing more interest in natural foods.

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