April 9, 2015
What’s next for organic and natural terminology?
Through a special arrangement, presented here for discussion is a summary of a current article from Frozen & Refrigerated Buyer magazine.
While many consumers still rely on broad claims like natural and organic, a growing number are seeking out more specific attributes that meet their own personal criteria for better-for-you. In other words, they want details.
"The new priority is transparency," confirms Mintel in a recent review of five key food and drink trends for 2015. "Consumers want to know more about ingredients, products and the companies that make and sell them."
That demand has led to the proliferation of a dizzying array of new label claims — some of which are more meaningful than others. Which ones stand out?
One of the fastest-growing label claims is "non-GMO project verified," driven in part by Whole Foods’ 2013 announcement that the company will require products with GMOs sold in its stores to be labeled by 2018, but also urged by a large number of consumers seeking such information.
In its annual survey, EcoFocus found shoppers were most concerned (either extremely or very) about hormones and antibiotics (57 percent of respondents), followed by GMO foods (53 percent), liquid and airborne chemicals in fragrances, paint, etc. (51 percent) and preservatives in food and beverages (47 percent). In all four categories, those percentages were up from 2010, though the biggest increase in concern was around GMO foods, up nine percentage points.
In a related trend, Linda Gilbert, CEO of EcoFocus Worldwide, reports 39 percent of consumers are concerned about the safety of imported foods, up from 35 percent in 2010, which helps explain a noticeable increase in the number of "Made in the U.S.A." claims on products at Expo West. The U.S.A. trend taps into growing interest in buying local as well as for freshness overall.
While fewer consumers are looking for claims around fat, calories and even sugar, Mintel says 23.6 percent of all new products introduced in 2014 carried a gluten-free claim — more than double the number in 2012. Another 25 percent carried a different allergen claim (dairy-free, soy-free, etc.), also more than double the number in 2012.
Two other claims growing in popularity also revolve around different beliefs about what healthy eating should look like. For example, the number of new products that carry a vegan or "no animal ingredients" claim grew from just 1.5 percent in 2009 to 5.3 percent in 2014, says Mintel. At the other end of the spectrum, Paleo, which indicates the food is free of dairy and grains (like the diet of early humans) has seen a significant increase in the number of products labeled.
When it comes to meat-based protein, SPINS says many consumers are looking for "vegetarian-fed" (sales grew 18 percent last year in conventional supermarkets). But Ms. Gilbert sees growing demand for "humanely raised" as well.
BrainTrust
Recent Discussions
Discussion Questions
Do you see the “organic” and “natural” terms being retired in favor of more specific claims? What labeling claims do you see increasingly resonating around the better-for-you trend? Do you see food marketers having much control over the use of health-related terminology?
Poll
- “Grown in real dirt.”
- “No pests were harmed in the growing of this fruit.”
- “Won’t kill you (as far as we know).”
Today’s consumer wants transparency period. The words organic and natural mean absolutely nothing. Each consumer has his/her own requirement for food. Gluten free is trending right now, but some want to support local, others want vegetarian cows, and the list goes on.
I, on the other hand, support Ben’s comments. And that’s my 2 cents.
I do think that more specific claims will become more popular as more shoppers realize the irrelevance of “organic” and “natural.” I do think there is an opportunity to educate shoppers and be a voice of reason in an increasingly confusing and scare-tactic filled market.
I wish words really meant something. As I understand it there are no standards for terms such as “grain-fed,” “natural,” or “free-range” and so on. All the claims are based on slick marketing. I believe the US should develop standards of what the various terms mean IF they are going to be used on the product containers. At this point I’m assuming a single “chia seed” or “blueberry” in a product permits the label to include it? And who knows if a small quantity of chia seeds or blueberries truly benefit?
These claims are often based on single, industry-sponsored studies that PR firms promote. Perhaps the various government agencies should promote real science in this effort before a claim can even be included. I go back to Michael Pollen’s simple advice: EAT REAL, WHOLE FOODS. As he points out, labels and packaging claims are new to humankind and they don’t truly tell the whole story. He also suggests, don’t be afraid of the silence of the yams—even if they don’t have slick labels and big marketing budgets….
Hopefully some type of enforceable standardization, so the terms will actually be of use to consumers in making decisions.
When I saw the soy milk in the refrigerated section, I recalled that it was put there for marketing purposes since soy doesn’t need to be refrigerated. Going to Google to find out how much energy is wasted with this practice, I learned about UHT-treated milk! Wow, who knew? Then I found a site called notmilk.com—what?! My point?
Don’t wait for the Listicle titled: 14 Reasons why Food Marketers Don’t Care About You. Do the homework for me and become the lifestyle experts regarding the functional benefits of the things you sell. At least for the new generation that cares about health and longevity, or for older folks who have gone through a life altering event and want to get back on track. Oh, and will drinking milk and calcium help me overcome pain from my my rotator-cuff surgery? What’s Calcific Tendonitis?
PS: Here are more discoveries:
“In a 6-month study, University of Tennessee researchers found that overweight people who downed three servings a day of calcium-rich dairy lost more belly fat than those who followed a similar diet minus two or more of the dairy servings.
In addition, the researchers discovered that calcium supplements didn’t work as well as milk. Why? They believe that while calcium may increase the rate at which your body burns fat, other active compounds in dairy products (such as milk proteins) provide an additional fat-burning effect.”
From the Men’s Health Article: “Is Milk Really Healthy for You? Learn the Facts.“
I shop a lot of natural foods and have been noticing a trend not yet discussed, and that is transparency regarding the product being locally farmed or produced. It’s a step beyond Made in the U.S.A. and closer to Made in my Community. It may be seen more in urban markets, but it seems to be radiating out from the local farmer’s markets are setting a trend on shelves. Has anyone else noticed this as well?
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Today’s consumer wants transparency period. The words organic and natural mean absolutely nothing. Each consumer has his/her own requirement for food. Gluten free is trending right now, but some want to support local, others want vegetarian cows, and the list goes on.
I, on the other hand, support Ben’s comments. And that’s my 2 cents.
I do think that more specific claims will become more popular as more shoppers realize the irrelevance of “organic” and “natural.” I do think there is an opportunity to educate shoppers and be a voice of reason in an increasingly confusing and scare-tactic filled market.
I wish words really meant something. As I understand it there are no standards for terms such as “grain-fed,” “natural,” or “free-range” and so on. All the claims are based on slick marketing. I believe the US should develop standards of what the various terms mean IF they are going to be used on the product containers. At this point I’m assuming a single “chia seed” or “blueberry” in a product permits the label to include it? And who knows if a small quantity of chia seeds or blueberries truly benefit?
These claims are often based on single, industry-sponsored studies that PR firms promote. Perhaps the various government agencies should promote real science in this effort before a claim can even be included. I go back to Michael Pollen’s simple advice: EAT REAL, WHOLE FOODS. As he points out, labels and packaging claims are new to humankind and they don’t truly tell the whole story. He also suggests, don’t be afraid of the silence of the yams—even if they don’t have slick labels and big marketing budgets….
Hopefully some type of enforceable standardization, so the terms will actually be of use to consumers in making decisions.
When I saw the soy milk in the refrigerated section, I recalled that it was put there for marketing purposes since soy doesn’t need to be refrigerated. Going to Google to find out how much energy is wasted with this practice, I learned about UHT-treated milk! Wow, who knew? Then I found a site called notmilk.com—what?! My point?
Don’t wait for the Listicle titled: 14 Reasons why Food Marketers Don’t Care About You. Do the homework for me and become the lifestyle experts regarding the functional benefits of the things you sell. At least for the new generation that cares about health and longevity, or for older folks who have gone through a life altering event and want to get back on track. Oh, and will drinking milk and calcium help me overcome pain from my my rotator-cuff surgery? What’s Calcific Tendonitis?
PS: Here are more discoveries:
“In a 6-month study, University of Tennessee researchers found that overweight people who downed three servings a day of calcium-rich dairy lost more belly fat than those who followed a similar diet minus two or more of the dairy servings.
In addition, the researchers discovered that calcium supplements didn’t work as well as milk. Why? They believe that while calcium may increase the rate at which your body burns fat, other active compounds in dairy products (such as milk proteins) provide an additional fat-burning effect.”
From the Men’s Health Article: “Is Milk Really Healthy for You? Learn the Facts.“
I shop a lot of natural foods and have been noticing a trend not yet discussed, and that is transparency regarding the product being locally farmed or produced. It’s a step beyond Made in the U.S.A. and closer to Made in my Community. It may be seen more in urban markets, but it seems to be radiating out from the local farmer’s markets are setting a trend on shelves. Has anyone else noticed this as well?