Clear label trend continues to crystallise
Given that clear label headed up the market analyst’s predictions last year, this probably won’t come as a surprise to many in the industry. However, according to Robin Wyers, chief editor at Innova Market Insights, this year is different in that products with organic or GMO-free positioning showing the fastest growth.
“Clear label takes the clean label drive to the next level. It’s about manufacturers taking a back to basics approach to product development and providing a high level of transparency in terms of ingredients and origin. Within this platform, products with an organic or GMO-positioning are showing the strongest growth,” Wyers told FoodNavigator.
He said this trend was being buoyed by a combination of consumer pressure to use home cupboard ingredients and regulatory changes.
“Consumers are pushing for only having ingredients they understand on the label, whilst regulatory developments such as the EU guidance notes around colouring foods are providing more regulatory clarity,” he said.