Through a special arrangement, presented here for discussion is a summary of a current article from Frozen & Refrigerated Buyer magazine.
While many consumers still rely on broad claims like natural and organic, a growing number are seeking out more specific attributes that meet their own personal criteria for better-for-you. In other words, they want details.
"The new priority is transparency," confirms Mintel in a recent review of five key food and drink trends for 2015. "Consumers want to know more about ingredients, products and the companies that make and sell them."
That demand has led to the proliferation of a dizzying array of new label claims — some of which are more meaningful than others. Which ones stand out?
One of the fastest-growing label claims is "non-GMO project verified," driven in part by Whole Foods' 2013 announcement that the company will require products with GMOs sold in its stores to be labeled by 2018, but also urged by a large number of consumers seeking such information.
In its annual survey, EcoFocus found shoppers were most concerned (either extremely or very) about hormones and antibiotics (57 percent of respondents), followed by GMO foods (53 percent), liquid and airborne chemicals in fragrances, paint, etc. (51 percent) and preservatives in food and beverages (47 percent). In all four categories, those percentages were up from 2010, though the biggest increase in concern was around GMO foods, up nine percentage points.
In a related trend, Linda Gilbert, CEO of EcoFocus Worldwide, reports 39 percent of consumers are concerned about the safety of imported foods, up from 35 percent in 2010, which helps explain a noticeable increase in the number of "Made in the U.S.A." claims on products at Expo West. The U.S.A. trend taps into growing interest in buying local as well as for freshness overall.
While fewer consumers are looking for claims around fat, calories and even sugar, Mintel says 23.6 percent of all new products introduced in 2014 carried a gluten-free claim — more than double the number in 2012. Another 25 percent carried a different allergen claim (dairy-free, soy-free, etc.), also more than double the number in 2012.
Two other claims growing in popularity also revolve around different beliefs about what healthy eating should look like. For example, the number of new products that carry a vegan or "no animal ingredients" claim grew from just 1.5 percent in 2009 to 5.3 percent in 2014, says Mintel. At the other end of the spectrum, Paleo, which indicates the food is free of dairy and grains (like the diet of early humans) has seen a significant increase in the number of products labeled.
When it comes to meat-based protein, SPINS says many consumers are looking for "vegetarian-fed" (sales grew 18 percent last year in conventional supermarkets). But Ms. Gilbert sees growing demand for "humanely raised" as well.