Speaking at this week’s 41st Annual Australian Institute of Food Science and Technology (AIFST) Convention in Sydney, Laurent Michoud of National Starch Food Innovation Europe outlined the current market trends in the European food industry focusing on the move towards use of straight-forward terms in labelling, clean labels and wholesome ingredients.
According to Laurent Michoud, food labels such as ‘no nasty stuff’ and ‘no funny business’ might be the future language for ingredients on food labels.
Designed to help food maker’s appeal to the health conscious consumer, a clean label uses simple language to list ingredients, promoting the goodness of a product.
Instead of listing the chemical name of the ingredient, some UK food manufacturers are now using the more generic term with some going as far as to simplify their whole ingredient list, removing additives and using statements such as, no hidden nasties.
“For consumers, natural-sounding and ‘everyday’ ingredients are much more appealing than scientific sounding ones,” recognises Laurent Michoud.
“From a recent survey conducted we discovered that many consumers were fearful of the ingredient carageenan, yet, when explained as a seaweed extract, perceptions instantly changed to something that was potentially healthy and good for you,” he added.
No longer just a trend, health and wellness is now paramount in people’s lifestyle and in both Europe and Australia there is increasing consumer concern regarding the use of additives in convenient food products. This, in turn, has accelerated food manufacturers to look for alternatives in both their product development and labelling.
Consumers want simplicity, transparency, honesty and realness and manufacturers who express their products in this way are expected to gain more brand loyalty and credibility in their marketplace.