Food Trends Viewed Through Labelling

Food & Drink Europe report on the the frequency of new product label claims determined by International market research company Mintel.

This kind of information gives some kind of view of the trends in what the consumer wants. Some previous posts refer to other information –

This survey was difficult to compare directly with the previous information posted because of the approach.

The UK & Europe both had “no preservatives or additives” as the most frequent advertising claim, being used on around one fifth of all labeling on new launches. This is in line with the wellness/health type issues of the previous post.

The USA had Kosher as the most frequent labeling message on new foods, being used on over a third (38%) of new products. The “no preservatives or additives” was the second most frequent in the USA, making it overall the most used claim.

Other claims used frequently included ‘organic’, ‘All natural’, ‘low/no/reduced transfat’, ‘microwaveable’, ‘time/speed’, ‘low/no/reduced sugar’, and ‘gluten-free’.