As demand for organic food and beverages grows, so does consumer acceptance of innovative farming practices. According to Innova's 2023 Trends survey results, 67% of participants stated that they care a lot more about sourcing ingredients in their food than they did a year ago. This figure is even higher in Latin America and Asia, with 78% and 77% of participants agreeing with the statement. In Europe and North America, well over half of the consumers felt that the statement applied to them.
Consumers seek organic and natural products for various reasons, with environmental and personal health benefits among the top factors. Out of 21 health claims surveyed, organic and natural were the most recognised. As a result, producers are responding by increasing the number of clean label claims on their products, with 32% of all new food and beverage products launched between 2017-2022 carrying a clean label claim. Over the same period, 10% of innovation has been in the organic category, at a CAGR of +4%.
For brands, it is essential to demonstrate the link between their production methods and the benefits consumers seek. On-pack messaging and trusted accreditation can help convey this information and build consumer trust.
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