The clean label trend – or should it be called a movement? - has been around for a while now and the term is familiar to all food manufacturers. But the fact that ‘Clean supreme’ is Innova Market Insights' number one defining trend that will mark the food industry in 2017 is a strong indicator that it’s sticking around.
Clean and clear label is the new global standard, says Innova, and the demand for total transparency has meant that the entire supply chain is part of a product’s branding.
It defines a clean label claim as no additives or preservatives, natural, organic or GMO-free, and every single region in the world has enjoyed double digit growth over the past five years – 17% in Europe, 18% in North America, 13% in Africa and an impressive 37% in Latin America.