Transparency, trust and technology are the key themes to emerge from Ingredion’s new report into the future of clean, simple food.
Mobile technology and social media will increasingly facilitate consumer access to wide-ranging food-related information, Ingredion said. From farming and production methods to ingredient sourcing and product composition, technology will drive transparency and build trust between manufacturer and consumer, it added.
Food futurologist Dr Morgaine Gaye said: “The demand for clean and simple foods is informed by wider macro-trends such as imperfection and disruption, and the shift at a societal level away from the perfect. This means producers will be less pressured to make uniform products, while the word natural will come into its true manifestation of unfiltered and not homogenous.
“At a micro level, the trend towards quieter, simpler labels will continue. Consumers are jaded about the back stories crammed onto labels and often don’t believe them. Mobile technology will make it easier for information to be taken off-label and online, yet still accessible at the point of purchase. This will also drive transparency, trust and a better understanding of the relationship between production, ingredients and manufacturing by consumers.”
Alongside clean and simple, Ingredion predicted that the rapid rise of the free-from market will continue and, as choice and quality of products increase, it will become established as the norm among consumers. Complementing free-from will be an increase in positive messaging.
Charlotte Commarmond, European marketing director for Ingredion, explained: “The range and quality of products that are free from allergens will improve as ingredient replacement, formulation and manufacturing techniques become more sophisticated. As such, the perception that these products compromise on quality, will disappear.
“We believe there will be further interest in foods that deliver an added function and lifestyle benefit, including supplementary vitamins, fibre and protein. Technology will play a key role in this with, for example, improved diagnostics enabling a move towards more personalised nutrition for the consumer.
“We also expect to see new ingredient functionalities emerging, such as fermentation. Consumers are familiar with these natural processes and therefore they can be a positive way to build trust and transparency between manufacturer and consumer. Overall, natural will continue to exist as an important positioning but will evolve as part of a wider drive towards authenticity and realness. This demand for the ‘real’ will be supported by the Millennials coming of age and wanting home-style food using sustainably produced and recognisable ingredients.”
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