Study: Clean Label Trend Continues To Gather Steam In Europe

The results demonstrate that the demand for clean label, minimally processed food and beverage products is continuing to grow in these key territories and that European consumers are paying more and more attention to what is in their products and how this is communicated on-pack.

10 Aug 2012 --- National Starch Food Innovation, one of the Ingredion Incorporated group of companies, is announcing the results of its research into consumer purchasing behaviour in France, Germany, Italy, Spain, the Netherlands and UK. Conducted by MMR research, the study asked over 1,500 participants a number of questions relating to on-pack messaging and claims. The results demonstrate that the demand for clean label, minimally processed food and beverage products is continuing to grow in these key territories and that European consumers are paying more and more attention to what is in their products and how this is communicated on-pack. 75% of European consumers, for example, rate ingredient lists as important, with 69% of participants usually or always reading front-of-pack messaging when making a purchasing decision.

A few highlights of the study at a glance:
•    In the UK a ‘natural/all natural’ claim makes 60% of consumers consider switching from their usual brand
•    77% of British consumers consider a short, simple ingredient list as quite or very important when making purchasing decisions
•    86% of Dutch consumers, for example, usually or always read the label on the front of the pack, along with 83% of Spanish and 73% of French respondents
•    Across the board, consumers pay more attention to front-of-pack messaging than back- or side-of-pack claims
•    This does not mean back- or side-of-pack claims aren’t important for consumers. In Italy 78% of consumers regularly read this information when making a purchasing decision

Regional differences are important to consider when developing and launching new products:
•    On-pack claims such as ‘low in fat’ or ‘high in fibre’ are important or very important to 84% of Spanish respondents
•    Whereas 50% of German consumers state that these claims (‘low in fat’ or ‘high in fibre’) influence their purchasing decision
•    In France consumers prefer positive claims such as ‘natural’, whereas British consumers are more familiar with negative claims such as ‘no artificial colours, flavours or preservatives’’

“Already a well-established trend in the UK, where clean label is seen as a qualifier, the market for clean label products continues to flourish and expand into many other territories throughout Europe,” comments Cathrin Kurz, European marketing manager, Wholesome, National Starch Food Innovation. “With in-depth consumer insights and extensive ingredient and formulation expertise, we can partner with European manufacturers and retailers to help them meet this growing consumer demand for clean label, additive-free ready meals, soups, sauces and dairy products.”

“We have been manufacturing clean label starches for over 15 years and now have an unrivalled portfolio of more than 25 versatile clean label ingredients,” continues Kurz. “A world leader in clean label starch technology, National Starch Food Innovation combines a cutting edge product portfolio, with up to date market and consumer insights, helping our customers create successful products with messaging tailored for their target market.”

The results build on previous research carried out by National Starch Food Innovation. The company will continue to monitor and map European clean label demand to help its customers meet future needs.