Natural and organic claims have been selling points for foods and beverages for decades. They are particularly effective for consumers seeking quick labeling shortcuts that help them identify “clean” foods. In fact, consumer research conducted by Innova Market Insights consistently shows that consumer definitions of natural and of clean label are very similar. Furthermore, many consumers believe that natural products also are organic.
Natural and organic weave through Innova’s Top 10 Trends predictions every year. While related trends have evolved since 2016 – natural flavors, no additives/preservatives, clean label, supply chain transparency, sustainability – clean and natural attributes always have a place. In fact, several of this year’s trends encompass natural and organic, including “Shared Planet,” for social responsibility around environmental issues, and “Back to the Roots,” a nod to the increasing value of the functionality, freshness and authenticity of local food.