“Clear”, “Vegan” and “Reduced Sugar” Labels Are on Trend
“Clear”, “vegan” and “reduced sugar” labels were the most popular trends that drove the industry new launches for the past years, according to Innova Market Insights.
Despite many of them not being new, many manufacturers become increasingly interested in creating and promoting these kinds of products more, showed Lu Ann William, director of innovation at Innova Market Insights, in a webinar held January 18.
Concepts such as “go natural”, “processed is cut” and “from clean to clear label” have recorded an important growth when we are talking about “the evolution of a trend that impacts new product formulation in F&B”, on the monitored period, between 2008 and 2015. In North America, the “clear implications” trend increased by 18%, in Europe – by17%, in Asia –by 16%, while Latin America reached a peak with a 37% increase.
A rise in natural food coloring which replaces artificial colors is registered, as coloring candy with fruit and vegetables – was also mentioned by Innova Market Insights as a trend for the industry.
“Disruptive green” means more plant-based indulgence products launch. Growth of fruit-based ingredients is anticipated, as fruit-based snacks (by comparison with fruit-flavored snacks) launches increased.
Talking about the “sweeter balance” trend, Williams mentioned the growing pressure on sugar consumption. Concerns on sugar have never been higher up on the consumer’s agenda. Scientific and official bodies from the WHO downwards have been focusing on the levels of sugar in diets and its role in the growth in obesity and chronic health problems globally.
The effect was that the “no added sugar” claim had a growth of CAGR 21% – a comparison of new products launched in 2015 with those launched in 2011. The sugar-free label registered a 14% growth, while the rise in low sugar claims 32%. Of course, sugar restrictions created opportunities for sugar replacers, such as honey.
Top ten trends for 2017 by Innova Market Insights:
- Clear supreme
- Disruptive green
- Sweeter balance
- Kitchen symphony
- Body in tune
- Plain sophistication
- Encapsulating moments
- Beyond pester power
- Fuzzy borders
- Seeds of change