Artificial: Public Enemy No. 1
From trans fats to artificial colours and synthetic flavours, the clean label trend has seen artificial ingredients being replaced with ingredients that consumers can actually pronounce.
And according to Jenny Zegler, this is an established trend - meaning it has become industry standard. "Where a trend is established, this means that it is becoming a consumer expectation, rather than a 'nice to have.' In Europe [this] means that consumers will expect that products have all-natural formulations, rather than celebrating any all-natural formulations from companies," she said.
But even if a trend is established, there is still room for innovation within different categories or new countries. "In addition, consumer expectations may not have progressed alongside the trend as it’s defined, allowing companies to create products that will align – and possibly encourage – consumer attitudes and behaviors."
European trend status: Established