The cutting-edge food and beverage data provider’s director Lu Ann Williams believes "clean eating" is a growing trend among international consumers, who are now paying more attention to the origin of their produce.
In the report, published on 17 November, Williams states: "New global products tracked with an ‘organic’ tag have risen from 6.3% in the first half of 2013 to 9.5% in the first half of 2015."
Innova Market Insights’ report covers consumer habits from around the world, although with an emphasis on the European Union (EU). Its claim that consumers care more about eco-friendly produce corresponds to a separate report published by Mintel in October.
Rise of the flexitarian
Both reports highlight how meat-eaters have evolved into flexitarians by altering their diet to include more vegetarian options, or by finding more sustainable protein sources.
"You can definitely see a rise in the flexitarian diet," said Innova Market Insights chief editor Robin Wyers.
"This trend is certainly more developed in the EU, particularly in Germany, but other geographical areas show signs of following a similar pattern," he added.
The shift towards eco-friendly produce derives from consumers who care more about the environment and animal welfare. Wyers also believes the World Health Organisation’s recent report linking red meat to cancer will only increase the number of flexitarians.