Growing calls for transparency throughout the supply chain are taking clean and clear label to a new level. This comes as the inherent benefits of plant based products are being actively marketed to more health conscious consumers.

Clean supreme and Disruptive green lead Innova Market Insights top ten trends list for 2017. The trends will be presented in a live webinar to be broadcast on 22 November (10am EST/4pm CET).

"Interest in naturalness and clean label continues to feature strongly," according to Lu Ann Williams, director of innovation at Innova Market Insights. "It has become somewhat of a running theme through our trends forecasts in recent years. In 2008, Go Natural led our trends list, and since then the theme has featured each year in different forms, such as Processed is Out in 2011, From Clean to Clear Label in 2015 and Organic Growth for Clear Label in 2016. This year, clean & clear is a theme weaving throughout the entire list, but is specifically the case for trend #1 (Clean Supreme)."

Innova Market Insights has revealed its top trends likely to impact the food industry in 2017 from its ongoing analysis of key global developments in food and drinks launch activity worldwide.

The top five trends for 2017 include:

1. Clean supreme: The rules have been rewritten and clean and clear label is the new global standard. The demand for total transparency now incorporates the entire supply chain, as a clean label positioning becomes more holistic. Trending clean supply chain claims include environmentally friendly, which has shown a CAGR growth of +72% from 2011-2015 and animal welfare, which has grown at +45% per year during this period.
2. Disruptive green: As plant based milks, meat alternatives and vegan offerings have rapidly moved into the mainstream, consumers are looking for innovative options to take the inherent benefits of plants into their daily lives. Even dairy companies are now leveraging the functional and technical benefits of plants in new product development, driving more variety and excitement into their category. Innova Market Insights has reported CAGR of +63% for new product launches with a plant-based claim from 2011-2015.
3. Sweeter balance: Sugar is under pressure, although it remains the key ingredient delivering the sweetness and great taste that consumers are looking for. The quest to combine taste and health is driving NPD, as the industry faces the challenge of balancing public demand to reduce added sugars and create indulgent experiences, while at the same time presenting clean label products.
4. Kitchen symphony: The connected world has led consumers of all ages to become more knowledgeable of other cultures. As a result, there is growing demand for greater choice and higher levels of authenticity in ethnic cuisines. At the same time, pride in local and regional foods is also seeing an upsurge in some countries, with a resulting rise in availability and authenticity of local cuisine.
5. Body in tune: Consumers are increasingly personalizing their own nutrition intake, making food choices based around what they think will make them feel better. They are also experimenting with free from products and specific diets like paleo and low FODMAP. At the same time, consumers continue to increase their intake of foods and beverages with ingredients that they consider to be healthy, like protein and probiotics.