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Sustainable NPD: Organic and ethical claims

Mar 2019

Opportunities for food and beverages featuring organic and ethical claims are growing as consumers are increasingly interested in sustainable options. This interest has inspired food suppliers to reveal their product stories, such as organic ingredient sources and animal-friendly processes on-pack. As such, food and beverage launches with organic and ethical claims are growing with a CAGR of +12 and +14 percent globally between 2014 and 2018, respectively.

1. Thrive Market Non-GMO Cassava Chips: Sea Salt (US)
2. Annie’s Homegrown Organic Cocoa Bunnies (US)
3. Ayam Brand Mackerel Fillets in Tomato Sauce (Malaysia)
4. Humboldt Creamery Bittersweet Chocolate Ice Cream (US)
5. Thoma and Costa the Bee Brothers Honey with Cocoa and Banana (Greece)
6. Rapunzel Organic Dark Chocolate with Coconut Palm Sugar (France)
7. Le Lait d'Ile De France Semi-Skimmed Milk (France)
8. Babybio Organic Pear, Banana and Millet Puree for Babies from 6 Months (Hong Kong)
9. Crofters Premium Spread Organic Strawberry (US)
10. Australian Organic Food 100% Australian Organic Mushroom and Thyme Soup (Australia)

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Thrive Market Non-GMO Cassava Chips: Sea Salt (US). Non-GMO cassava chips with sea salt flavor, in a plastic packet. The sea salt cassava chips hail from Colombia, where the roots are harvested, sliced, and kettle-cooked in sustainably sourced South American palm oil, and then sprinkled with sea salt. Sturdy with a superior crunch. 

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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