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Clean Label trend moves to mainstream

Clean Label graphic
<p>Clean label and clean ingredients are moving to the mainstream, Innova Market Insights reports.</p>
Innova Market Insights has found that the percentage of U.S. products using clean label and clean ingredients has increased, becoming a standard in the food industry.

Clean label has moved beyond being a trend and is now regarded as standard in the food industry. Consumers are demanding shorter and more recognizable ingredients lists and manufacturers are responding by increasingly highlighting the naturalness and origins of their products.

With growing concerns over the lack of a definition of “natural,” however, more clarity and specificity are needed. Consumers, retailers, industry and regulators are driving the demand for more transparency in food labeling.

This will be just one topic addressed by Innova Market Insights at its Taste the Trend Pavilion (Booth No. 873) at this year’s IFT Food Expo on July 12-14 in Chicago.

More than 20 percent of US products tracked in 2014 featured a clean label positioning, up from 17 percent in 2013, according to Innova Market Insights data. The use of clean label ingredients also has increased significantly, with growing interest in natural sweeteners, such as stevia and monk fruit; natural colors such as those based on spirulina, elderberry and beetroot; and thickeners such as tragacanth and gellan gums.

“This demand for clean labeling has now brought the need for clear labeling equally to the fore, resulting in a move to clearer and simpler claims and packaging for maximum transparency and necessitating an industry response in terms of reformulation and new communication strategies,” said Lu Ann Williams, director of Innovation at Innova Market Insight.

Innova Market Insights identified “From Clean to Clear Label” as No. 1 of its top 10 trends for 2015, recognizing that it is no longer a niche area for the food and drinks industry.

Innova Market Insights will provide visitors to the IFT Food Expo 2015 with key insights on the latest trends in food and beverages, with the 11th installment of its “Taste the Trend” presentations.

Booth No. 873 will also offer three daily live presentations:

  • Noon -- Clean Label and the Consumer
  • 1:30 p.m. -- Top Trends for 2015
  • 3 p.m. -- The Incredible Rise of “Free-From”
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