ongoing demand for clean labelling and greater transparency has led to increased interest in GMO free or non GMO products, finds Innova Market Insights.

In terms of product activity, launches featuring GMO free claims and labelling remain relatively limited on a global scale. Over 13% of launches recorded by Innova in the 12 months to the end of June 2015 were marketed on an additive free or preservative free platform, while 7.8% were marketed as organic and 6.3% as natural. At the same time, just 4% used GMO free labelling, although this was a significant rise year on year.

Over the 12 month period, the US accounted for 43% of global launches using GMO free claims, moving ahead of the EU on 39%.

Bakery products and snacks lead in terms of numbers of global GMO free introductions, accounting for 12% and 11% respectively, reflecting the significance of GM ingredients in sectors using high levels of cereals for food.