In a 2022 Innova Survey, 25% to 33% of consumers said that transparency, health and environmental credentials are becoming increasingly important in their food choices. About 1/3 of consumers globally believe the absence of additives and use of only natural ingredients should be at the heart of "clean" eating, ahead of organic and sustainability attributes. As a result, over 25% of consumers are cutting back on artificial ingredients. Europeans and Asians are the most averse to additives, while North Americans are the most accepting. Ingredients delivering product safety and clear health benefits are favoured.
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