Mindful consumers continue to catalyze changes in the way that companies formulate, package and label new foods and beverages. These shoppers increasingly want to know what is in their foods and drinks—and they’re using that information to make related decisions about personal health, sustainability and even ethical issues. With this background, it is not surprising that “clean label” continues gaining momentum and is becoming a mainstream trend.
Innova Market Insights tracks this trend by documenting product claims, certifications and other on-pack language. Consider that more than 28% of global food and drinks launches recorded by Innova Market Insights in the 12 months to the end of March 2018 used one or more of the following claims: “natural,” “organic,” “no additives/preservatives” and “non-GMO.” In the US, this trend figure was even higher. During the same tracking period, more than 40% of new food and drink products carried one or more of the claims mentioned.