Ingredion report spotlights “the age of clean label,” protein remains NPD priority

16 Dec 2019 --- Substance over style and “360° transparency” are the new priorities for today’s confident European shopper, according to a new report from Ingredion, launched at Fi Europe 2019, held in Paris, France, earlier this month. According to Ingredion, industry is now living in “the age of clean label,” with consumers’ scrutiny of products extending beyond the label and ingredients. They are pushing and expanding the definition of clean label to include issues such as packaging, food waste and sourcing. The company also highlighted the ongoing demand for protein, with the launch of its first-ever protein isolate made with pea ingredients.

The Age of Clean Label report draws together the views of European consumers and leading food and beverage manufacturers across the UK, Germany, France and Poland. 

“Clean label is now an undeniable and established trend, one which presents a growing opportunity for our industry. While our ongoing research reveals that different markets are at different stages of their clean label journey, what is clear is that consumer confidence is growing with ethical sourcing, food waste and unnecessary packaging now an important part of the equation,” explains Charlotte Commarmond, Senior Director of Marketing and Innovation, Ingredion EMEA. 

Shopper scrutiny
Shopper scrutiny is going beyond the ingredients list. “Building trust with consumers in the new age of clean label means manufacturers must come clean on all areas of product development,” she continues. For example, the new research revealed that a product’s physical appearance has become a significant influence, with 39 percent of consumers saying they look for transparent (see-through) packaging to help decide which products will go in their basket. 

“But the appetite for transparency doesn’t stop there for today’s information-hungry consumers; 360° transparency is becoming a ‘must-have’ for everyone across the supply chain and we expect this rise over the next few years,” Commarmond notes. 

“One clear and fundamental challenge that remains for our industry is one of clarity over what is and what isn’t clean label. Consumers are wising up and becoming increasingly confident about what they want and a lack of certainty can create barriers to purchase. It’s becoming the elephant in the room and one which the industry needs to address. We are already working on some ideas in this space and look forward to sharing them in 2020.”

The report preview unveils three of the key themes shaping the landscape in the age of clean label:  

• Clean label redefined: Consumers are looking for total transparency from the food and beverage industry. This trend is on the rise, with 62 percent of European consumers stating that their interest in how food is sourced, produced and packaged has increased in the last two years. However, manufacturers need to consider that not all markets are at the same stage of their clean label journey and they will need to align accordingly. 
• The hard truths: Consumers want – and can recognize – substance over style. A product’s physical appearance has become a significant influence. However, attractive on-pack designs with natural colors and idyllic imagery rated lowest on purchasing influence. Savvy shoppers want full disclosure with a marked preference for transparent (see-through) packaging. 
• What this means for manufacturers: While consumer tastes and trends move fast, clean label ingredients can help make new product development quicker. As well as reducing undesirable ingredients, 27 percent of consumers also think manufacturers should focus on reducing packaging waste as a top priority. Producers need to show environmentally-conscious consumers that their food has been produced and packaged, sustainably and ethically.

Protein remains key: Ingredion launches pea protein isolate ingredient
In line with industry trends for protein, Ingredion has expanded its range of plant-based ingredient solutions with the launch of its first-ever protein isolate. Vitessence Pulse 1803 protein enables food and beverage manufacturers across EMEA to meet increasing consumer demand for protein-rich products in a broad-range of on-trend categories.

Derived from peas, the new protein isolate contains a minimum of 80 percent protein, supporting manufacturers in making front-of-pack claims such as “high in protein,” across a variety of applications, including nutrition and sports bars, meat and dairy-alternative products, powdered and ready-to-drink (RTD) beverages, snacks, baking mixes and “better-for-you” baked goods.

“The interest in plant-based products and ingredients continues to dominate food and beverage trends. Interest is influenced mainly by the rising number of consumers willing to stop or significantly reduce meat consumption for many reasons including general health concerns, like with the flexitarian or vegan diets. With shoppers looking to supplement a healthy lifestyle with high-protein foods from non-animal sources, manufacturers are looking to boost the nutritional profile of snacks and on-the-go foods and drinks with plant-derived sources of protein,” explains Severine Bensa, Regional Growth Platform Leader, Marketing, at Ingredion EMEA. 

“With a higher protein content than protein concentrates, Vitessence Pulse 1803 protein enables manufacturers to develop a variety of products with consumer-preferred sensory qualities and high protein on-pack claims. Naturally gluten-free, it also supports manufacturers looking to make vegetarian and vegan claims,” she adds. 

Vitessence Pulse 1803 protein is also highly soluble with excellent emulsification, water-binding and gelification properties, helping to deliver good mouthfeel in liquid/beverage applications versus other concentrates.

“The launch underlines our commitment to accelerating plant-based protein production globally. This means manufacturers now have access to a high-functioning, plant-based protein with a safe and reliable supply, enabling them to create high-protein products that meet and exceed customer expectations,” Bensa concludes.

By Elizabeth Green