Cologne: 07.–11.10.2023 #anuga

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Anuga Food Trend

Clean Label

Citrus fruits

What is inside my food? Where does my food come from? Consumers are asking these questions more and more frequently. In addition to the desire for more transparency, interest in naturalness and sustainability has also increased. This is where products with clean labels come into play. Clean Labelling provides the end consumer with information:

  • ingredients
  • origin
  • ethical factors
  • and ecological factors

This is increasingly influencing the grip on the shelf, so that clean-label products are among the rapidly rising food trends in the organic food sector.

Consumers' need for information about the compatibility and health-promoting properties of foods is growing. They want to know where the products come from, how they are produced and what ingredients are used. Natural foods and beverages often have the advantage over heavily processed foods containing artificial ingredients.

Clean Label - not only for ingredients

At the same time, the clean-label food trend has changed and now goes beyond transparency, preferably natural ingredients and health aspects. Production, including ethical and ecological factors, is moving into the focus of the consumer. Anuga 2021 follows this trend and offers international exhibitors a stage for their clean-label concepts.

In a study conducted worldwide*, 4 out of 5 consumers stated that "brands should be transparent in their production process". Transparency with regard to the ingredients and processes used is therefore an important key to consumer confidence.

The potential of clean-label products

In 2019, more than one in three new products introduced to the food and beverage market worldwide was positioned with one or more clean-label claims (e.g. "No additives/preservatives", "organic", "natural/natural" or "GMO-free"). In 2019, "No additives/preservatives" remained the most frequent clean-label product promise worldwide (54.1%), followed by "Organic" (35.0%), "GMO-free" (20.8%) and "Natural/Natural" (19.6%). Europe is by far the leading region in terms of new clean-label food and beverage launches, followed by North America and Asia.

Clean Label

Market categories with the highest share of new product launches with "clean label" positioning (as a percentage of all registered new product launches; worldwide view, 2019)

* Innova consumer survey 2019; average of the values for the UK, USA, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia

Top Category
% share (Global, 2019)
Baby & Toddlers
Sauces & Seasonings