Labels may change from "clean" to "clear"

by Editor
Monday, November 03, 2014
Photo: jus

The food industry becoming more transparent should lead to more use of the term "clear label" in 2015, according to a list of food and beverage trends released by Innova Market Insights.

 Nearly a quarter of all food and beverage product launches tracked by Innova feature a clean label claim. Growing concerns over the lack of a definition for "natural" have brought a need for clarity and specific details, which will lead to more transparency in labelling, according to Innova.

Innova listed four other trends:

● Convenience for foodies: Cooking TV shows and bloggers by foodies have increased interest in home cooking. Demand has followed for a greater choice of fresh foods, ingredients for cooking from scratch and a wider use of recipe suggestions.

● Millennials: Generally of the ages 15 to 35, millennials account for about one-third of the global population. They are technologically savvy and socially engaged. Millennials are less brand loyal than older consumers and want to know the story behind products and brands.

● Snacking: The consumption of quick and healthy foods keeps increasing while formal mealtime occasions continue to decline. More snacks now target specific moments of consumption.

● Good fats, good carbs: Emphasis on unsaturated and natural fats and oils has grown. Butter has returned to favour as a natural alternative to artificial margarine. Consumers are favouring
naturally-occurring sugar at the expense of added sugars and artificial sweeteners.

In previous years Innova Market Insights has forecast such trends as sustainability (2008), free-from (2010), softer claims (2011) and location (2012).