Exclusive: The Clean Label Trend Is Strong with Asia Pacific

Ingredion has highlighted key results of its latest wave of global consumer research conducted in March 2015, showing that clean label is as much on the radars of consumers in Asia Pacific as in many other parts of the world.

The online study was conducted across 17 countries, including China, Japan and Australia, in order to provide key insights into consumer perceptions of ingredients, labels and product positioning.

Since 2011, Ingredion has been conducting the global consumer research study with an independent research partner – MMR Research Worldwide. The survey is repeated annually to help benchmark and identify any shifts in attitudes or patterns, helping Ingredion and its customers to keep ahead of the changing shape of the clean label trend.

Survey respondents were asked questions such as how important it is to them that they are familiar with the ingredients in their foods, and how they feel about other factors such as on-pack claims and price when purchasing a food or drink product. The results were highly insightful, and have provided Ingredion with a better understanding of the momentum of the clean label trend, and how the shift towards “additive-free”, minimally processed food and beverage products differs from country to country within Asia Pacific.

Attention to ingredients

A key finding of the latest study was that as high as 80 per cent of consumers globally feel it is important that they recognize all ingredients listed on their food and drink packaging. Equally, consumers feel that a short and simple ingredient list is important, with Chinese consumers being the fourth most likely of the 17 countries surveyed to read ingredient lists.

Globally, the top three most appealing claims or descriptions are “natural/all natural”, “no artificial ingredients” and “low or reduced fat/sugar/salt”. In Asia Pacific, packaging claims relating to “no additives” or “no artificial ingredients” are quite or very important to over 80 per cent of Chinese respondents, and over 60 per cent of Japanese and Australian respondents. In China, the number of consumers who are quite or very likely to switch brands for a claim of “no artificial ingredients” increased from 54 per cent in 2013 to 65 per cent in 2015. In Japan, that figure increased from 37 per cent in 2013 to 44 per cent in 2015. Overall, “natural” is the top claim that would make Asian consumers consider switching from their current brand.

“Natural” growth

Chong Hui Cheng, Wholesome and Culinology Marketing Manager for Asia Pacific commented, “It is undeniable that there is a growing opportunity in Asia Pacific for manufacturers to tap into the blossoming clean label trend. Ensuring that products meet the needs and expectations of consumers in different countries is one challenge, formulating clean label foods successfully and cost-effectively is another. Ingredion is well placed to help food manufacturers to gear up with cleaner formulations and suitable product positioning claims in order to meet consumer preferences.”

The company’s approach to clean label formulation has been developed over 20 years and it now offers a broad range of clean label starches on the market. Starches are used in thousands of products worldwide, every day. They are obtained from natural sources such as corn, tapioca, rice and potato. The product line also includes instant or certified organic versions. For example, Novation starches are labeled simply as “starch” on the food label across Asia, and provide the same functional benefits of traditional modified starches with the advantage of a consumer-friendly label.