As the trend towards all natural, organic and herbal products continues to gain interest, consumers are shifting towards exploring more unconventional ingredients. In fact, food, drink and even personal care products are touting the benefits of spirulina, turmeric, and activated charcoal. In a survey of US and UK consumers, we discovered which ingredients consumers are looking out for, and in which form consumers are most interested in purchasing products containing the ingredients. We shared our findings with Happi.