Clear label leads Top 10 trends in food for 2015, finds study

Published: 30-Oct-2014

Meeting the demands of the gourmet consumer, quick, healthy foods and more snacks, and combating obesity are the other main trends

A move from clean to clear labels and convenience lead the Innova Market Insights food and beverage Top 10 Trends list for 2015. They have been identified from the company's ongoing analysis of key global developments in food and drink launch activity worldwide.

'The move from ‘clean’ to ‘clear’ labelling is a key trend for 2015, reflecting a move to clearer and simpler claims and packaging for maximum transparency,' says Lu Ann Williams, Director of Innovation at Innova Market Insights.

'Meeting the needs of the millennial consumer has also become a key focus, as has targeting the demands of the gourmet consumer at home, re-engineering the snacks market for today’s lifestyles and combating obesity with a focus on positive nutrition.'

The move from ‘clean’ to ‘clear’ labelling is a key trend for 2015

The report found that clean label claims are tracked on nearly a quarter of all food and beverage launches as manufacturers increasingly highlight the naturalness and origin of their products. But with growing concerns over the lack of a definition of “natural”, there is a need for more clarity and specific details. Consumers, retailers, industry and regulators all want more transparency in labelling.

Culinary shows on TV and blogging foodies have led to a continued interest in home cooking, which is seen as fashionable, fun and social, as well as healthy and cost-effective. This in turn has driven demand for more convenience, led by a greater choice of fresh foods, ingredients for cooking from scratch and a wider use of recipe suggestions by manufacturers and retailers.

The so-called millennial generation, aged between 15 and 35, now accounts for about one-third of the global population and is tech savvy and socially engaged. This group is well informed, wants to try something different and is generally less brand loyal than older consumers.

Formal mealtimes are continuing to decline in popularity and growing numbers of foods and drinks are now considered to be snacks. Quick healthy foods are replacing traditional meals and more snacks are targeted at specific moments of consumption, with different demands at different times of day.

With concerns over obesity there is a growing emphasis on unsaturated and natural fats and oils which has led to rising interest in omega 3 fatty acid content as well as the return of butter as a natural, tasty alternative to artificial margarines that may be high in trans fats. In the same way, naturally-occurring sugar is being favoured over added sugars and artificial sweeteners.

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