Many of us want to lead healthier lives but feel overwhelmed by complex and sometimes-conflicting information from doctors, nutritionists, influencers and the media. We crave a no-fuss approach to eating with pragmatic principles: Eat real food, made with familiar, wholesome ingredients. We believe real food is closer to nature and, as such, it naturally has less of the “bad stuff,” like artificial flavours or colours. Products and services that are unfussy, easy to understand, simple and pure will spark interest.
There’s mass confusion in the food world: when butter is back, but bacon causes cancer, knowing what’s good is more confusing than ever, causing some health seekers to take a more intuitive approach to food.
Drivers Behind the Trend
* % represent CAGR (2011-2015) of new product launches tracked with a clean label claim
* Clean label claims: no additives/preservatives, natural, organic or GMO-free