Euromonitor's Clean Label Analyst, Alan Rownan, presented this deck at Vitafoods Europe in May 2016 focusing on the impact clean labels will have on global food and drink markets.

1. CLEAN LABEL: INSTILLING CONSUMER CONFIDENCE IN GLOBAL
FOOD AND BEVERAGES
ALAN ROWNAN
VITAFOODS EUROPE, SWITZERLAND 2016

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3. INTRODUCTION TO PASSPORT: ETHICAL
LABELS
CLEAN LABEL CHARACTERISTICS AND
REGIONAL PREFERENCES
WHAT DOES THE FUTURE HOLD FOR CLEAN
LABEL?

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Nutrition, marketing, ethics or something else? What is clean label?
INTRODUCTION TO PASSPORT: ETHICAL LABELS
All Natural
No Artificial Additives
No Artificial Colours
No Artificial Preservatives
No Artificial Flavours
No Artificial Sweeteners
GMO Free
BPA Free
No Monosodium Glutamate
ClearTransparent Robust Relevant

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Americas
 USA
 Canada
 Brazil
 Mexico
Middle East and Africa
 Israel
 UAE
Asia & Australasia
 Australia
 China
 Hong Kong
 Indonesia
 Japan
 Philippines
 Singapore
 South Korea
 Taiwan
Europe
 Belgium
 Denmark
 Finland
 France
 Germany
 Italy
 Netherlands
 Poland
 Spain
 Sweden
 UK
Focus on developed markets
INTRODUCTION TO PASSPORT: ETHICAL LABELS

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The prelude to our clean label findings………
INTRODUCTION TO PASSPORT: ETHICAL LABELS
0%
10%
20%
30%
40%
50%
% Respondents that are influenced by clean label

7. INTRODUCTION TO PASSPORT: ETHICAL
LABELS
CLEAN LABEL CHARACTERISTICS AND
REGIONAL PREFERENCES
WHAT DOES THE FUTURE HOLD FOR CLEAN
LABEL?

8. Clean Label evolving to industry standard by Packaged Food
KEY REGIONS AND CHARACTERISTICS
US$129b
Packaged Food
US$34b
Soft Drinks
US$3b
Hot Drinks

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0
50
100
150
200
2015 2016 2017 2018 2019 2020
US$billion
Hot Drinks
Soft Drinks
Packaged Food
Hot Drinks showing fastest clean label growth
KEY REGIONS AND CHARACTERISTICS
Packaged Food
7%
Soft Drinks
6%
Hot Drinks
21%

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Where is there a thirst/hunger for clean label?
KEY REGIONS AND CHARACTERISTICS
$67b
$2b$4b
$23b
$9b
$59b

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0
10
20
30
40
50
60
US$billion
What are the driving clean label types?
Driving clean label categories
KEY REGIONS AND CHARACTERISTICS
BPA free smallest category
No Artificial Preservatives
leads the way

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Driving Ethical Labels by Key Region
KEY REGIONS AND CHARACTERISTICS
0
10
20
30
40
50
60
70
80
90
100
CleanLabelsby%
No MSG
No Artificial Sweeteners
No Artificial Preservatives
No Artificial Flavours
No Artificial Colours
No Artificial Additives
GMO Free
BPA Free
All Natural
No Artificial
Preservatives in W.
Europe
No Artificial Flavours
popular across the
board
In Asia Pacific GMO is
most prevalent

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-1%
0%
1%
2%
3%
4%
5%
0
5
10
15
20
25
Dairy
Sweetand
SavourySnacks
Juice
Sauces,Dressings
andCondiments
ReadyMeals
BakedGoods
US$billion
Leading Clean Label Categories Globally
US$ billion 2015
CAGR 2015-2020
Packaged Food and Beverage categories
KEY REGIONS AND CHARACTERISTICS

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0
20
40
60
80
100
120
US$million
No Artificial Colours in
Dairy Flavoured Milk
Drinks
The determining factors driving clean label categories
KEY REGIONS AND CHARACTERISTICS

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0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
US$billionRSP
Clean Label Potato Chips
2015 Retail
Sales
Front of pack claims in Potato Chips
KEY REGIONS AND CHARACTERISTICS
No Artificial
Colours, Flavours,
Preservatives Claim

16. INTRODUCTION TO PASSPORT: ETHICAL
LABELS
CLEAN LABEL CHARACTERISTICS AND
REGIONAL PREFERENCES
WHAT DOES THE FUTURE HOLD FOR CLEAN
LABEL?

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Clean Label Case Study – Politics influencing demand?
THE FUTURE OF CLEAN LABEL
United Kingdom USA

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GMO Free No Artificial ColoursAsia Pacific
North America
Western
Europe
Australasia
Middle East
and Africa
Latin America
Eastern
Europe
Adding fuel to the suspicion
THE FUTURE OF CLEAN LABEL

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Is full disclosure as important as clean label?
THE FUTURE OF CLEAN LABEL
or

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Mars to remove all colours
from its human food portfolio
Keeping up with the commitments….
THE FUTURE OF CLEAN LABEL
Mars Inc
Kraft/Heinz
Kraft/Heinz reformulating
core brands

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The future of clean label
THE FUTURE OF CLEAN LABEL
Tracking
position
• Staying on trend
Evolution
• Increasing innovation –
reformulation &
transparency
Whats
next?
• Where is the future of
clean label?

22. THANK YOU FOR LISTENING
Alan Rownan– Ethical Labels Analyst
@Emi_ARownan
www.blog.Euromonitor.com
www.Euromonitor.com