Insight by Gama Compass
MANCHESTER – 25th June 2026: Consumers are increasingly prioritising products that champion whole, unadulterated ingredients, as simplicity and formulation integrity become central drivers in purchasing decisions. According to the latest data from Gama Compass, the strategic emphasis on ‘whole ingredients’ now heads up a wider cohort of growth-oriented marketing claims tailored to the minimally-processed era. As public scepticism towards ultra-processed foods (UPFs) intensifies, claims that act as a counterpoint, especially those centred on purity, simplicity, ‘cleanliness’ and ‘wildness’, are finding sustained favour across global food and non-alcoholic drink launches.
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Leading this overall shift is the rise of ‘whole’ formulations, typically anchored by whole grains, unrefined fruits, nuts and minimally treated plant ingredients. Per Gama Compass analysis, products carrying “whole” claims increased from 3.0% of total launches in 2014/15 to 5.5% in 2024–26 YTD. This upward trajectory illustrates that modern consumers, no longer satisfied merely with the removal of undesirable additives, increasingly demand that ingredients retain their native cellular and nutritional matrix.
“While boilerplate clean-label claims simply signal the passive removal of unwanted chemicals, actively celebrating the physical integrity of food presents a far richer narrative for brands”, commented Gama insights director Tom Warden. “For manufacturers, leaving recognizable seeds, fruits, grains and other ingredients intact allows ‘wholefoods’ to shine through, serving as intuitive ‘proof’ of minimal processing”.
Source: Gama Compass
About Gama Compass
Take a more informed approach to product strategy, increase profitability and reduce costly mistakes with Gama Compass, Gama’s premium subscription service for the FMCG sector.
Developed with the industry’s leading names, Gama Compass offers powerful insights that allow you to unlock new opportunities and streamline your innovation pipeline.
To learn more about Gama Compass, contact Tom Warden, Gama insights director, at info@gamaconsumer.com.
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