Clean label is a growing trend in Europe
Included in the research was a study conducted by MMR research that asked over 1,500 participants questions relating to on-pack messaging and claims. The results showed that there was growing demand for natural unprocessed foods in territories which included Germany, France, Spain, Italy, the Netherlands and UK. The results also showed that consumers were beginning to pay more attention to what ingredients are in a product and how this is communicated on the packaging.
Amongst European consumers, 69% said that they usually read the information on the packaging when making a decision and 75% thought that the ingredient lists was important.
Clean label study highlights
- 84% of Spanish see claims such as ‘low in fat’ or ‘high in fibre’ to be important.
- 78% of Italians regularly read this information when making a purchasing decision.
- 60% of Brits consider switching from their regular brand to those which claim to be natural.
Source: National Starch Food Innovation