Page 37 - The Five Forces of Everything

CLEAN LABEL And as long as there is word of mouth and social media, there
will always be ingredients that are vilifi ed. The current global
A CONSTANTLY EVOLVING NARRATIVE aversion to MSG is arguably misinformed
by outdated science, but its negative
perception is very real and must be
More conscious choices are driving accounted for.
people to pay more attention to
the small print. For many, there is Whilst people increasingly want clean,
no room for modifi ed corn starch, they don’t want brands to lecture them,
lactose or MSG on the label. and not everyone checks the label!
In most cases, it’s about lifestyle So, manufacturers must look to other
choices rather than intolerances consumer-friendly ways to signal clean In India, clean label is enhanced by
or allergies. label integrity. Here are a few suggestions: using local ingredients which are
perceived to be safer and better.
Clean label is an industry term Hero Ingredients
that recognizes people’s rising It’s no longer enough to ‘hero’ an ingredient on the pack. People want
concerns about health, safety and to experience it. If you hero ginger but ginger is not felt, a promise has
provenance. But remember, this been broken.
is not consumer language.
Look Little
Across the U.S. and most of Europe, a legacy of processed foods means
that the clean label spotlight is on fewer identifi able ingredients. Well-chosen sensory cues can signal
The narrative is increasingly about free-from, be it gluten, parabens or ‘made’, not mass manufactured. Built-in
palm oil, to name but a few. imperfections, ingredients you can see
and heightened attention to texture are
Meanwhile in Asia, many years of food scandals have led people to adopt some of the avenues to explore. KIND has had considerable success with
ingredients you can see (and pronounce).
a protective mindset that requires reassurance on a brand’s supply chain.
Priming Power
A clean label strategy is also impacted by the income levels of the target Packaging can impact the perceived reality of the product experience.
consumer. For lower income families, the need is for safe consumption and More natural pack structures, substrates, graphics and even aromas
reasonable quality ingredients. For higher income families, aspirations can help a product’s natural profi le really shine through.
towards healthier eating demands clean label to reassure on such things
as GMOs, pesticides, antibiotics and environmental issues. More conscious choices mean that manufacturers must continue to
evolve their ingredients. There is no single defi nition of what clean
Macro health issues also set important context. In Africa, clean label should look like, but one thing is clear: clean label
label should refl ect raised concerns around weight management. will continue to evolve and that direction is
Emphasis should therefore be placed on low calorie, low fat and low sugar. most certainly towards sustainability.
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FORCE #2 OBSERVATIONS | IMPLICATIONS | ILLUSTRATIONS