Clean Label: Instilling Consumer Confidence in Global Food and Beverages
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CLEAN LABEL: INSTILLING CONSUMER CONFIDENCE IN GLOBAL FOOD AND BEVERAGES
ALAN ROWNAN
VITAFOODS EUROPE, SWITZERLAND 2016
© Euromonitor International 2
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INTRODUCTION TO PASSPORT: ETHICAL
LABELS
CLEAN LABEL CHARACTERISTICS AND
REGIONAL PREFERENCES
WHAT DOES THE FUTURE HOLD FOR CLEAN
LABEL?
© Euromonitor International
4
Nutrition, marketing, ethics or something else? What is clean label?INTRODUCTION TO PASSPORT: ETHICAL LABELS
All Natural
No Artificial Additives
No Artificial Colours
No Artificial Preservatives
No Artificial Flavours
No Artificial Sweeteners
GMO Free
BPA Free
No Monosodium Glutamate
ClearTransparent Robust Relevant
© Euromonitor International
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Americas USA Canada Brazil Mexico
Middle East and Africa
Israel UAE
Asia & Australasia Australia China Hong Kong Indonesia Japan Philippines Singapore South Korea Taiwan
Europe
Belgium Denmark Finland France Germany Italy Netherlands Poland Spain Sweden UK
Focus on developed marketsINTRODUCTION TO PASSPORT: ETHICAL LABELS
© Euromonitor International
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The prelude to our clean label findings………INTRODUCTION TO PASSPORT: ETHICAL LABELS
0%
10%
20%
30%
40%
50%% Respondents that are influenced by clean label
INTRODUCTION TO PASSPORT: ETHICAL
LABELS
CLEAN LABEL CHARACTERISTICS AND
REGIONAL PREFERENCES
WHAT DOES THE FUTURE HOLD FOR CLEAN
LABEL?
Clean Label evolving to industry standard by Packaged Food
KEY REGIONS AND CHARACTERISTICS
US$129bPackaged Food
US$34bSoft Drinks
US$3bHot Drinks
© Euromonitor International
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0
50
100
150
200
2015 2016 2017 2018 2019 2020
US
$ b
illi
on
Hot Drinks
Soft Drinks
Packaged Food
Hot Drinks showing fastest clean label growthKEY REGIONS AND CHARACTERISTICS
Packaged Food7%
Soft Drinks6%
Hot Drinks21%
© Euromonitor International
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Where is there a thirst/hunger for clean label?KEY REGIONS AND CHARACTERISTICS
$67b
$2b$4b$23b
$9b
$59b
© Euromonitor International
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0102030405060
US
$ b
illi
on
What are the driving clean label types?
Driving clean label categoriesKEY REGIONS AND CHARACTERISTICS
BPA free smallest categoryNo Artificial Preservatives
leads the way
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Driving Ethical Labels by Key RegionKEY REGIONS AND CHARACTERISTICS
0
10
20
30
40
50
60
70
80
90
100
Cle
an
La
be
ls b
y %
No MSG
No Artificial Sweeteners
No Artificial Preservatives
No Artificial Flavours
No Artificial Colours
No Artificial Additives
GMO Free
BPA Free
All Natural
No Artificial Preservatives in W.
Europe
No Artificial Flavours popular across the
board
In Asia Pacific GMO is most prevalent
© Euromonitor International
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-1%
0%
1%
2%
3%
4%
5%
0
5
10
15
20
25
Dai
ry
Swee
t an
dSa
vo
ury
Sn
ack
s
Juic
e
Sau
ces,
Dre
ssin
gsan
d C
on
dim
ents
Rea
dy
Mea
ls
Bak
ed G
oo
ds
US
$ b
illi
on
Leading Clean Label Categories Globally
US$ billion 2015
CAGR 2015-2020
Packaged Food and Beverage categoriesKEY REGIONS AND CHARACTERISTICS
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0
20
40
60
80
100
120
US
$ m
illi
on
No Artificial Colours in Dairy Flavoured Milk
Drinks
The determining factors driving clean label categoriesKEY REGIONS AND CHARACTERISTICS
© Euromonitor International
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00.5
11.5
22.5
33.5
44.5
5
US
$ b
illi
on
RS
P
Clean Label Potato Chips
2015 RetailSales
Front of pack claims in Potato ChipsKEY REGIONS AND CHARACTERISTICS
No Artificial Colours, Flavours,
Preservatives Claim
INTRODUCTION TO PASSPORT: ETHICAL
LABELS
CLEAN LABEL CHARACTERISTICS AND
REGIONAL PREFERENCES
WHAT DOES THE FUTURE HOLD FOR CLEAN
LABEL?
© Euromonitor International
17
Clean Label Case Study – Politics influencing demand?THE FUTURE OF CLEAN LABEL
United Kingdom USA
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GMO Free No Artificial ColoursAsia Pacific
North America
WesternEurope
Australasia
Middle Eastand Africa
Latin America
EasternEurope
Adding fuel to the suspicion THE FUTURE OF CLEAN LABEL
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Is full disclosure as important as clean label?THE FUTURE OF CLEAN LABEL
or
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Mars to remove all colours from its human food portfolio
Keeping up with the commitments….THE FUTURE OF CLEAN LABEL
Mars Inc
Kraft/Heinz
Kraft/Heinz reformulating core brands
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The future of clean labelTHE FUTURE OF CLEAN LABEL
Tracking position
• Staying on trend
Evolution
• Increasing innovation –reformulation & transparency
Whats next?
• Where is the future of clean label?
THANK YOU FOR LISTENING
Alan Rownan– Ethical Labels Analyst
@Emi_ARownan
www.blog.Euromonitor.com
www.Euromonitor.com
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