Back to basics: Fruit, veg, grains and the future of front of pack claims
While all-natural remains a very popular claim in the US, Mintel is not convinced it has long-term legs as a trend, for several reasons ranging from consumer skepticism to legal challenges, and the fact that it has only really gained strong momentum in the US - whereas trends with true longevity are often seen building steadily in multiple markets.
As for claims, are they becoming so ubiquitous that we might even start to see a backlash - a less is more approach, asked Mintel's David Jago. "Will claim free be something big in future?" Will we just see healthy products that don't feel the need to shout about it on pack?