Expect to see more firms use ‘Simply’ instead of ‘all-natural’ this year
By Elaine Watson
- Last updated on
No conference on innovation would be complete without a session on what makes consumers tick, and Catherine Adams Hutt, PhD, RD, from Sloan Trends, gave delegates their money’s worth with a data-packed presentation focusing on clean label trends.
Younger consumers look for different cues vs boomers when it comes to ‘clean’ labels, responding well to all-natural, organic, free-range, hormone-free, gluten-free, dairy-free, and shorter ingredients lists; while older consumers are more engaged by whole grains, no added sugar, no HFCS and low sodium claims. However, ‘no artificial’ claims appeal to all age groups.
Expect to see more firms use ‘Simply’ instead of ‘all-natural’ this year. ‘Real’ is also gaining traction.
The gluten-free trend is “not as valid as it seems on paper”, given that “many consumers are just buying products they like anyway, and they happen to have a gluten-free claim”. In other words, the size of the US gluten-free retail market (valued by Mintel at more than $10bn) may be somewhat inflated, she said.