Rather than the relatively intangible claim of being ‘good for the environment,’ the new priority is transparency. This is creating a new flock of consumers who want to know more about ingredients, products and the companies that make and sell them. 

More nutrients on the plate is key heading into 2015, but consumers are concerned with the ingredients in each mouthful. Twenty-two percent of US grocery consumers would like to see improved labeling on packaging to help them easily identify healthier food products, and less than 38 percent trust what companies say on labels. Currently 80 percent of US consumers look for nutritional claims (i.e. vitamins, fiber) when buying food, while over one third (38 percent) look for products that are all natural. Food origin is also quickly becoming a purchase factor with 35 percent of consumers seeking out products that carry a local claim (i.e. from a local company/firm).

“Simply and effectively communicating benefits is essential for consumers and a big trend this year,” according to Lynn Dornblaser, Director of Innovation and Insight at Mintel. While ‘local’ is a great buzzword, provenance lets consumers know where products originated. Additionally, ‘clean’, ‘simple and ‘real’ are all being used on labels to introduce natural, no additives or preservatives. Dornblaser continues, “Brands should look to educate consumers in 2015 and help them understand why certain ingredients are in products and the purpose they serve.”