If an ingredient starts with an x, sounds like a chemical, or isn’t in your kitchen cupboard at home, it’s going to be regarded with suspicion by some consumers on both sides of the Atlantic, who want foods that are ‘wholesome’, ‘authentic’, and ‘natural’, although few of them can articulate precisely what this means. But how can food manufacturers tap into consumer demand for more ‘natural’ foods, and what’s the size of the prize? How are clean label trends evolving, and who is driving the agenda? Retailers? Manufacturers? Consumers? NGOs? Where does organic fit in? And what label claims are on the rise?
Director of Datamonitor's Product Launch Analytics