Transparency emerged as a clear leader among Innova’s Top Trends for 2021, with brands upping their game to meet evolving consumer demands, further accelerated by the COVID-19 pandemic. 

Interest in transparency was found to be highest in emerging markets, most likely because transparency is already more advanced in developed countries. Access to information through social media and online is increasing in these regions, further driving demand for transparency.

An Innova Consumer Survey indicates that 85 percent of consumers globally say information on what is in their food is of major importance to them. Similarly, 59 percent want to know wher their food comes from and how it is made.

“These greater levels of transparency not only build trust in brands, but also feed into many more specific considerations,” says Lu Ann Williams, global insights director at Innova Market Insights.

“This includes what is in the food in terms of natural ingredients and formulation, wher it is manufactured and what impact its production has on the environment and/or society.”

Clean label expands multi-dimensionally
The clean label and clean eating concepts are most closely associated with a preference for pure and natural ingredients. These positionings remain highly sought after in brand messages communicated to consumers.

Heightening respect for naturality is reflected in Chr. Hansen Colors’ recent rebranding with the new name Oterra, inspired by the Latin word for earth. It is also the central claim in Mane’s latest natural aromatic ingredients launch, which sources botanicals from the “shortest possible supply chain.”

However, the term “clean label” is gradually evolving to encompass many different aspects as consumers think more multi-dimensionally about making shopping decisions that they can feel good about.

This definition now also encompasses areas beyond the product itself into the ethical and environmental factors surrounding production, notes Innova Market Insights.

“We see claims related to human and animal welfare and increased focus on supply chain transparency and plant-powered nutrition as well as sustainable sourcing,” details the market researcher.

There has been a shift in focus from claims covering health aspects such as natural, organic, additive-free and nothing artificial, into areas such as GMO-free and minimally processed. 

Industry is also seeing more interest in real and recognizable, shorter ingredients lists as well as dairy and meat alternatives while fat, salt and sugar reduction remain important.

Integral in a post-COVID climate
The COVID-19 crisis appears to have intensified consumer interest in transparency and responsible production, and this is likely to persist going forward. Throughout the pandemic, consumers have retained an affinity with brands that can build trust, provide authentic and credible products and create shopper confidence in the current and post-COVID climate.

According to an Innova Market Insights survey, 28 percent of consumers globally said that trust had become more important to them over the past 12 months, while over a fifth specifically named transparency, which is deemed “instrumental in building that trust.”

“Third-party verification can be hugely valuable when it comes to building trust externally, and for communicating company values internally,” Zev Ziegler, head of global brand & marketing at Lycored, previously told FoodIngredientsFirst.

“Without non-bias, there’s no credibility. Again, you need a corporate culture wher people are free to ask questions and be critical.”

Technology will have a role to play in improving transparency, with 50 percent of consumers saying that they are at least somewhat likely to check a QR code if it appears on pack, allowing suppliers to deliver farm-to-fork traceability in this way.

Blockchain also continues to take this ambition further, functioning as an “immutable” supply chain record. The technology has aided suppliers in tracking expansive food chains, including individual animals in a livestock herd, rainforest-positive coffee and sandwich ingredients.

“New issues related to sustainability are emerging all of the time,” stresses Williams. “Palm oil free is a relatively new idea, for example, but has quickly forged a position in the European market.”

“Looking ahead, climate neutral schemes could make a bigger impact, while a new logo for upcycled foods is also likely to bring the idea of tackling food waste to the fore.”