How do we decide that a drink is natural? The Analytical Center of I want to investigate what cognitive distortions affect our perception of familiar drinks. Key figures: 70% of Russians believe that a long shelf life means the presence of preservatives, but shelf life in itself does not prove their presence. 53% are sure: the shorter the composition of the product, the healthier it is. 52% perceive glass packaging as a sign of greater naturalness. Only 21% correctly understand what sublimation is. At the same time, 44% mistakenly believe that artificial substances are necessarily added in the production of freeze-dried coffee. 84% of Russians consider coffee beans to be natural, only 57% consider instant coffee. And at the same price, 80% prefer to choose an already known drink than a new one. Why packaging, production technology, price and habit can affect our perception no less than the actual composition of the product - we explain in a new study by Ani Roach. More details on the website.

How do we decide that a drink is natural? The Analytical Center of I want to investigate what cognitive distortions affect our perception of familiar drinks. Key figures: 70% of Russians believe that a long shelf life means the presence of preservatives, but shelf life in itself does not prove their presence. 53% are sure: the shorter the composition of the product, the healthier it is. 52% perceive glass packaging as a sign of greater naturalness. Only 21% correctly understand what sublimation is. At the same time, 44% mistakenly believe that artificial substances are necessarily added in the production of freeze-dried coffee. 84% of Russians consider coffee beans to be natural, only 57% consider instant coffee. And at the same price, 80% prefer to choose an already known drink than a new one. Why packaging, production technology, price and habit can affect our perception no less than the actual composition of the product - we explain in a new study by Ani Roach. More details on the website.