Clean Label, Positive Nutrition Claims to Continue to Influence APAC Food Consumers

Moving into 2023, industry experts are confident the health and wellness trend will continue to guide consumers’ purchasing decisions with particular emphasis on the clean label and positive nutrition claims that are drawing great interest especially in larger markets, FoodNavigator-Asia reported last month, citing a recent survey.
A recent survey has shown that almost 60% of consumers in Asia put great importance on clean label products, saying that this greatly influenced their buying decisions, according to Innova Markets Team Manager Insights and Innovation Nicole Jansen.  In this category, the fastest growing claims are that the product is natural (11%), there are no additives or preservatives added (9%), and is GMO-free (5%). As the clean label trend has evolved, consumers have added in the category requirements such as being minimally processed, having a short ingredients list, providing transparency in the supply chain, and ethical in its production.
On positive nutrition claims, Jansen dubbed it ‘reductionism’ such as reduced sugar, reduced fat and reduced salt, where consumers in the survey placed sugar (41%), fat (39%) and salt (31%) at the top of mind for reduced consumption.