More than 20% of US products tracked in 2014 featured a clean label positioning, up from 17% in 2013, according to Innova Market Insights data.
There were also significant rises in the use of clean label ingredients, with growing interest in natural sweeteners, such as stevia and monk fruit, natural colors such as those based on spirulina, elderberry and beetroot, and thickeners such as tragacanth and gellan gums.
“This demand for clean labeling has now brought the need for clear labeling equally to the fore,” says Lu Ann Williams, director of innovation, “resulting in a move to clearer and simpler claims and packaging for maximum transparency and necessitating an industry response in terms of reformulation and new communication strategies.”
The company will present more insights at the IFT Food Expo 2015 in Chicago, US, July 12-14, 2015.
