Wellness trend spurs rise in 'pure commodities'

3 October 2016

The global trend for health and wellness is leading to the purer, simpler ingredients being used in food, according to a study.

Research by Euromonitor International found 1.2bn tonnes of “pure commodities” – natural ingredients without artificial additives – were used in food and drink applications in 2015, an increase of 2% since 2014.

The growth was linked to the health and wellness trend within the global food and drinks market. In the Americas and Western Europe growth in consumption of naturally healthy foods is outstripping that of fortified or functional products.

“Clean labels remains a dominant trend in food and drinks, and is set to become more important in beauty and personal care,” said John Madden, head of ingredients at Euromonitor.

The report anticipates a 3% rise in sales of cosmetic botanicals by 2020, with the fastest growth likely to be seen in Asia Pacific, Latin America and Middle East and Africa. 

Botanicals and especially plant extracts are increasingly used in skin care, hair care and sun protection products, as consumers seek the health benefits of products boasting natural ingredients or antioxidant properties.

“The clean label tag can mean many things, but at its heart, it is consumers having trust in the products they purchase, and an understanding that they are beneficial and safe,” said Madden.

“The use of natural ingredients and the removal of artificial and more controversial ingredients, such as certain preservatives and antimicrobials, continues.”

Consumer pressure is likely to increase on brands to simplify on-pack information and deliver honest, simple labelling to make information easy and quick to find.

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