2020: the future of simple, natural and clean label food

Download the full suite of clean and simple food reports at Ingredion.com/CleanAndSimpleReport


The challengeThe food industry faces constant change. New food trends emerge, take hold and become established as a household staple, while others simply disappear. The challenge is how to identify the lasting trends from the passing fads to ensure long-term commercial success.

“Consumers want to know the truth. Labels have got to be simple, straight forward and very transparent. It’s all about trust.”

Charlotte Commarmond, Marketing Director Europe,

Ingredion


Get real, be real

Natural will continue to exist as an important positioning but evolve as part of a wider trend towards authenticity. Around the table, it was felt that the continued rise of natural claims could dilute the term ‘natural’ for the consumer unless action was taken to define it.

“ The perception of frozen food as the next best thing to making it from scratch will contribute to a rapid growth in this area.” Jennifer Haggard, Consumer Benefit Platform

Manager, Givaudan


Say what you mean, mean what you sayThe 3 most important trends to impact our industry• Perfectly imperfect: cultural and

societal changes will see a rebellion against perfection emerging.

• Silver race: an aging population, the majority of whom are still young in their outlook and want products and services tailored to them

• Silent branding: smell is only just being used as a marketing tool by food and non-food brands


Up close and personal“Our genetic understanding will have improved significantly by 2020, leading to diagnostic nutrition and diet regimes personalised to a consumer ’s DNA.”

Kate Waddell , Global Insight and Innovation

Director, Dragon Rouge


Small footprint big connection“Consumers’ improved understanding of food production will have more of an impact on organic than the proposed EU regulations. Locality, seasonality and sustainability will increase in influence.”

Julie Scott, Senior Manager, Regulatory Affairs EMEA, Ingredion

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IN SUMMARY: WHAT YOU NEED TO KNOWABOUT THE FUTURE. . .NOW• Simpler labels will increase as information shifts online• Natural positioning gives way to authenticity and realness• Free-from becomes the norm as lifestyle choices develop• Sustainability, seasonal and local will overtake organic• Greater take up of natural ingredients will bring greater scrutiny• Millennials drive a move away from perfect, ‘Instagrammed’ food

and replace it with a nostalgia for food that is both convenient and looks ‘home-made’

• Mobile technology will enable consumers to scan and access product data immediately and, in turn, drive brands to be more transparent in all ways

• Manufacturing 4.0 and smaller batch processing could become the norm, eventually evolving into factories that operate on a seasonal basis

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General report covering trends and opportunities Technical and regulatory report

Download the suite of reports at Ingredion.com/CleanAndSimpleRe

port

Download the suite of reports at:ingredion.com/CleanAndSimpleReport

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2020: the future of simple, natural and clean label food

Food