The clean label movement in Asia

According to internationally respected food trends expert Julian Mellentin, ‘naturality’ is the biggest trend in key Asian markets this year^[1]. Consumers are demonstrating a preference for what they perceive as ‘natural’ products, with an inclination towards fewer and simpler ‘wholesome’ ingredients that have a natural and intrinsic health benefit. They are actively looking for products that are free-from chemicals or genetically modified and e-number additives, and showing a fondness for organic, ‘safe’ ingredients, equating their definition of ‘natural’ with ‘healthier’.^[2] Recent high-profile scares in Asia, including baby milk scandals, have made Asian consumers especially concerned over the integrity of food and what features on product labels. 

This demand has resulted in many local food manufacturers looking to natural solutions, prompting the growth of what has been coined the ‘clean labelling’ movement in Asia. Recent statistics show that the number of products launched on a clean label platform in Asia increased from 1,235 in 2003 to more than 7,675 by 2010^[3], and the numbers show no sign of slowing down.

Cleaner labelling without the compromise

The rise of the clean label movement presents food manufacturers with an opportunity for new products or the reformulation of existing ones, with natural ingredients. The down side is this can cause manufacturers numerous challenges as traditionally products with fewer additives can lack the taste, visual and textural appeal of artificially modified products. However, with careful natural ingredient combination and an experienced partner, manufacturers can master the art of balancing technological issues with a cleaner label and a good taste profile. Worldwide, manufacturers are making changes towards clean labelling, viewing the clean label movement not a consumer fad or short-term trend, but as a long-term industry development. BENEO’s ranges of clean label rice ingredients offer solutions to address the concerns of manufacturers, in particular in the confectionery and infant markets.

Natural baby food

The baby food market is an especially sensitive market when it comes to natural ingredients. Protective parents are prioritising simple, natural ingredieNew Balance