This week’s 2010 Institute of Food Technologists (IFT) Annual Meeting, the largest food ingredients show in the world, revealed industry and consumer trends, including clean labeling, sustainability and total diet/whole foods.

Heading into 2011, we should keep a few things in mind when it comes to food labels and key messages – Today’s consumer is moving beyond “natural” and “organic,” looking for minimally processed foods that combine individual wellness and lifestyles with the well-being of the planet. This evolution of consumer perspective is what the experts and industry are coining as “clean labeling.”

While “organic” and “natural” continue to be “on the money,” consumers want more.

So why do consumers want more? It may not be an actual shift in demand, but a previous lack of understanding. Many of these words – organic, natural, etc. - don’t have standard definitions, which could easily cause confusion and possible distrust toward health claims and food/beverage companies.

The need for stronger consumer education was well noted by experts. Consider the impact of social media nutrition discussions, both positive and negative conversations, about products. When “natural” is on a label, what does that actually mean for the product and will the consumer’s thoughts align?

As a food and nutrition communications specialist and dietitian, I think it is important for food and beverage companies to be mindful about product claims and not only look at the legal side of things, but also at it from a consumer point of view – how the consumer will interpret it.

Heading into 2011, discerning consumers are looking for pure ingredients that promote wellness, taste great and deliver a good value. It is the job of communications expects to educate the consumer on all the options. Products aligned against these goals and companies that help educate the consumer, will be well positioned to catch the ear of nutrition influencers and consumers alike. Want ideas on how to do it? Talk to Current

Additional Readings:

• Dairy Foods, June 2010,Holistic Halo
• FoodNavigator.com, June 17, 2010, Recent developments in clean label science
• FoodNavigator.com, June 21, 2010, Consumer views on natural and clean labeling terminology
• The Hartman Group, Inc., Beyond Organic & Natural

Upcoming Relevant Posts

• How Food & Beverage Companies Can Better Understand Their Audience
• Whole Foods and A Total Diet: What the 2010 Dietary Guidelines Advisory Committee Report is Saying
• Food Processing: The Good, The Bad and The Ugly
• Sustainability: Consumer Driver or Consumer Confusion