Transparency Triumphs: Expanded definitions of clean eating

Transparency emerged as a clear winner in Innova’s Top Trends for 2021, with brands upping their game to meet evolving consumer demands, further accelerated by the COVID-19 pandemic. The clean label and clean eating concepts are gradually evolving to encompass many different aspects, as consumers think more multi-dimensionally about making shopping decisions they can feel good about. Transparency throughout the supply chain is set to dominate activity through 2021 and beyond, with consumers searching for brands that can build trust, provide authentic and credible products and create shopper confidence.