You’ve probably noticed—food and beverage product development is experiencing a time of great change. At the heart of much of it are two words that you’ve heard numerous times: clean label. But what does “clean label” mean for you, or more importantly, for your consumer? We might all have a different perception, and that gives clean label a life of its own as definitions span the spectrum for each individual company, product and brand.
Clean label has transitioned from an industry-only term to one that consumers are learning more about daily. Consumers feel passionate and confident. They believe they are educated about food issues yet they’re concerned about what is left unknown. On the whole, consumers are looking to fit clean into the ultimate life goal: how to live longer while staying independent long-term. Just like us, consumers have individual, personal definitions of clean label. And we’ve identified seven key consumer trends for clean label that we believe reflect consumers’ feelings and actions.
Throughout 2017, we’ll be diving deep into clean label, highlighting seven trends in-depth and providing actionable insights to assist in your product development. At FONA, we believe change can be positive, especially when you know what to expect. Read on for a glimpse at what to look for this year.
More than ever, consumers feel empowered to take control of their health driven by a strong desire to live a long life and live it independently. Consumers are taking control of their food choices by reading labels and understanding ingredients. They are motivated and driven to make healthy choices.
Consumers are rebalancing the ratio of ultra-processed foods vs. less processed foods that they consume. They are often choosing to shop the perimeter, seeking fresh foods as a way to maintain a healthy and balanced diet. At the same time, consumers are choosing organic products because they perceive them to be safer, more nutritious and fresher than non-organic products.
Consumers heightened food knowledge has resulted in a new M.O. when it comes to food and beverage choices. Consumers are seeking out particular ingredients such as fiber, protein, vitamins/minerals, omega-3s, whole grains and good fats. They are also avoiding ingredients they perceive as negative such as pesticides, HFCS, added sugar, and artificial sweeteners, colors or flavors. Consumers are flipping over the package and truly understanding the makeup of a product.
At FONA, we know that clean is a continuum, not a checkbox. Consumers have diverse needs, and your product and its ingredients should align with those needs, no matter where they land. FONA is the answer to “what’s next?” in clean. From concept to manufacturing, we’ll be at your side the whole way.
Interested in organic flavors? Need to dive deep into clean without losing that signature taste? Contact us today to uncover new insights and solutions for clean.
Your priorities are our priorities. Let’s talk.
Sources: Natural Marketing Institute, Mintel, FMI.org, OTA.com, FoodThink, Pew Research Center
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