While these firms may not have been the originators, many have positioned themselves as innovators in the organic arena. That trend shows no sign of abating, as more than a quarter (25.3%) of respondents to Prepared Foods' R&D survey believe products with organic claims offer tremendous growth potential. Marketers, in particular, identify the value of the organic claim, as fully a third say the organic label offers one of the greatest areas of expansion. However, additional promise may rest in another, closely related area.
More than half of all respondents (52.5%) say products with all-natural/clean labels also exhibit significant growth potential. This breaks down to some two-thirds of marketers, 57% of R&D personnel, but only 41% of general managers, giving such labels a thumbs up for growth.