Clear labelling remains a key focus for FMCG companies with
nearly 28 per cent of global food and beverage launches recorded by Innova Market Insights in 2018 using one or more clean label claims.
According to Innova Market Insights clean label claims includes natural, organic, no additives/preservatives and GMO-free. And the percentage of food and beverage companies using those claims in the US is rising to nearly 39 per cent.
Innova claims more consumers are now interested in clean labels that states the products are vegan-friendly, raw and paleo diets but that ‘no additives/preservatives’ claims are still strong with over 15 per cent of global launches in 2018 using those labels – rising to over 20 per cent in the US.
“Flavour is still the number one factor influencing purchasing decisions,”
said Lu Ann Williams, director of Innovation at Innova Market Insights.
“But it is clear that in recent years, the clean label trend has broadened out into a wider movement, focusing on an increasingly mindful consumer trying to make responsible food choices that are not only tasty and healthy but also sustainable and ethical.”
Innova said the US generally sees higher usage of all types of clean label positioning and is also particularly notable for the strong position of GMO-free labelling. This featured on 17.8 per cent of product launches, compared with under 6 per cent globally and was also the number two clean label claim in the USA overall, well ahead of both organic on just over 13 per cent and natural on just over 8 per cent.