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. 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. It also includes issues about their use and development as regards health impacts, food security and sustainability. 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. In response to such a phenomenon, the food industry offers consumers alternative natural sweeteners with the advantage of added health benefits. 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. Finally, we must stress that being natural does not necessarily guarantee market success.
Keywords: consumer’s perceptions and attitudes; food industry; food security; health impacts; natural food products; natural sweeteners; sustainability.