Niche no longer: clean labels becoming food industry standard

Clean labelling is now regarded as standard in the food industry. That’s the message that Innova Market Insights will be taking to this year’s IFT Food Expo in Chicago (12-14 July).

Over 20% of US products tracked in 2014 featured a clean label positioning, up from 17% in 2013, according to Innova Market Insights data. Significant rises in the use of clean label ingredients have also been noted, with growing interest in natural sweeteners such as stevia and monk fruit; natural colours such as those based on spirulina, elderberry and beetroot; and thickeners such as tragacanth and gellan gums.

Consumers are demanding shorter and more recognisable ingredients lists and manufacturers are responding by increasingly highlighting the naturalness and origins of their products.

But with growing concerns over the lack of a definition of ‘natural’, there is a need for more clarity and specificity, with consumers, retailers, industry and regulators all driving the demand for more transparency in food labelling.

The ‘From Clean to Clear Label’ was identified by Innova Market Insights as the number one in their top 10 trends for 2015, recognising that it is no longer a niche area for the food and drinks industry.

Innova Market Insights’ Taste the Trend Pavilion will provide visitors to the IFT Food Expo 2015 with presentations on the latest trends in food and beverages, including: Clean Label & the Consumer, Top Trends for 2015 and The Incredible Rise of ‘Free-From'.