As the clean eating movement continues to shape consumer preferences, brands are rising to meet expectations around brand and ingredient transparency. According to NIQ, clean-label products—those which consumers identify as simple, recognizable ingredients, minimal processing and transparency—are outperforming other products with an 8% increase in the last year. In short: consumers want to know exactly what they’re getting. But it’s not just shorter ingredient lists that consumers desire. Clean is part of a trend to eat healthier and with that, traditional carbs have shifted out of favor, too, as consumers seek ways to incorporate more health-promoting foods like veggies and whole foods into their diet without sacrificing the meal types they know and love.
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