'Clear labeling' to lead food and beverage trends for 2015


Innova Market Insights, Duiven, the Netherlands, identified "clear labeling" as the top trend likely to impact the global food industry in 2015 and beyond. Product marketers are increasingly highlighting the naturalness and origin of their products. With growing concerns over the lack of a definition of “natural,” however, the need for more clarity and specific details exists.

“The move from ‘clean’ to ‘clear’ labeling is a key trend for 2015, reflecting a move to clearer and simpler claims and packaging for maximum transparency,” said Lu Ann Williams, director of innovation at Innova Market Insights. “Meeting the needs of the millennial consumer has also become a key focus, as has targeting the demands of the gourmet consumer at home, re-engineering the snacks market for today’s lifestyles and combating obesity with a focus on positive nutrition.”

Rounding out the top-five trends, Innova Market Insights said, are:

  • Convenience for foodies. Continued interest in home cooking has been driven by cooking shows on TV and by blogging foodies. It is seen as fashionable, fun and social, as well as healthy and cost-effective. It has driven demand for a greater choice of fresh foods, ingredients for cooking from scratch and a wider use of recipe suggestions by manufacturers and retailers.
  • Marketing to millennials. The millennial generation, generally aged between 15 and 35, now accounts for about one-third of the global population and is tech-savvy and socially engaged. These consumers are well-informed, want to try something different and are generally less brand-loyal than older consumers. They want to connect with products and brands and know the story behind them.
  • Snacks rise to the occasion. Formal mealtimes are continuing to decline in popularity, and growing numbers of foods and drinks are now considered to be snacks. Quick, healthy foods are replacing traditional meal occasions, and more snacks are targeted at specific moments of consumption, with different demand influences at different times of day.
  • Good fats, good carbs. With concerns over obesity, there is a growing emphasis on unsaturated and natural fats and oils along with the rising interest in omega-3 fatty acid content, as well as the return of butter as a natural, tasty alternative to artificial margarines. In the same way, naturally occurring sugar is being favored at the expense of added sugars and artificial sweeteners.

Innova Market Insights will present these trends — and the remaining five top-10 food and beverage trends for 2015 — at Hi Europe, Amsterdam, slated for Dec. 2-4.