Giving Consumers Clarity in Their Food Choices

Look no further than the IFT15 expo for global influences in ingredient and food product development. Examples go beyond product concepts like bao, pho, sriracha mayo, and za’atar spice blends to ingredient developments that address trends that are influencing product formulation and consumers’ purchasing habits around the world. With hundreds of ingredient manufacturers representing many different nations exhibiting at the expo, it became easy to parse several trends affecting the global food industry. One of the top trends cutting across global borders is clean and clear label.

In recent years, consumers’ desire for foods formulated with more naturally derived ingredients, ingredients with names that are easier to recognize, or just fewer ingredients overall has increased. This has given rise to what is called clean label. As more product developers look to simplify labels, ingredient manufacturers have stepped up by expanding their portfolios to include naturally derived ingredients ranging from colorings to texturizers. A walk up any aisle at the food expo showed ingredient companies touting their latest clean label ingredients. The push for organic products, products free from genetically modified organisms (GMOs), and products formulated without additives or preservatives continues to grow as well.

The number of global product launches making a “non-GMO” claim has increased every year since 2010 when there were 2,353 products launched, according to information presented by Innova Market Insights during the expo. The company also pointed out that 37% of the product launches in Australia and its neighboring countries in 2014 made a “no additives/preservatives” claim.

As the idea of clean label has taken hold, we are also learning more about what’s being called clear label. Clear label involves more openness and transparency and can even go as far as providing consumers with explanations of why certain ingredients are used in products, rather than a company just making a simple claim like “natural,” said Yasemin Ozdemir, an analyst at Innova Market Insights, who spoke about top trends at the company’s booth. She said that using statements like “no artificial flavors or colors” and “seasoned with real food ingredients” is a start, but campaigns that actually educate consumers about what’s in their food go a lot further. For example, Ozdemir points to McDonald’s Our Food, Your Questions program that answers consumers’ questions about ingredients, sourcing, and processing through written information and videos available on a dedicated website. On the ingredients side, TIC Gums, which manufactures gums and stabilizer systems for products sold around the world, has produced a series of consumer-friendly videos that explain what the ingredients are and why they are used.

Regulation is also driving a lot more transparency in food labeling, said Lu Ann Williams, director of innovation at Innova Market Insights, who presented a company web seminar in June. As an example, she mentioned how European Union FIC (Food Information to Consumers) regulation requires country of origin information for certain meat products in Europe. (FIC is legislation that brings together general food labeling and nutrition labeling for the European Union.)

So whether you live in North America or Asia or anywhere in between, expect to see more food and beverages with simpler ingredient decks, messaging about what is in—or more likely, what is not in—the foods we eat, and initiatives that provide transparency in labeling.

Finding Solutions to Global Food Issues
Feeding the world’s growing population is not without its challenges, but the scientists and researchers featured on the Institute of Food Technologists’ FutureFood 2050 website are showing that they have the technological know-how to produce science-based solutions. Some of the research and advances involve developing sustainable sources of protein, creating devices to help keep food fresher longer, establishing and expanding aquaculture facilities in developing nations, innovating on ways to address global obesity, and more.

IFT set out in 2014 to conduct 75 interviews with researchers, industry experts, policy makers, activists, and consumers who are making an impact on the global food system and who could best communicate the ways in which science can play a role in helping solve food supply issues. The goal was completed earlier this summer, and now the FutureFood2050 website includes  not only these 75 interviews but also several more, along with news briefs and infographics that detail timely issues the food industry faces. Visit FutureFood2050.com to gain insights on ways to ensure a safe and sustainable food system for years to come.

Karen Nachay,
Senior Associate Editor
[email protected]