Loading tweets...
Insight by Gama Compass
MANCHESTER – 29th April 2025: Growing consumer aversion to ‘processed’ and ‘artificial’ foods is driving an uptick in launches touting claims such as “no additives” and “no artificial ingredients”, the latest Insight By Gama Compass discovers. An analysis of trends in global food and drink launches since 2013 reveals that consumer preference is instead coalescing around products that showcase simple formulations, identifiable ingredients and minimal levels of processing.
Read this Insight by Gama Compass in the next issue of Gama News.
Some 30% of food launches, as well as 32% of drinks launches (alcoholic and non-alcoholic), now boast one or more of the claims “no additives”, “no artificial colours”, “no artificial flavours”, “no artificial ingredients”, “no artificial preservatives”, “no artificial sweeteners”, “no flavour enhancers / MSG” and “real”, the latest data from Gama Compass shows, with the popularity of such claims increasing by more than 60% on average between 2013/14 and 2023/24. The analysis also finds that the major shift towards this ‘nothing artificial’ positioning occurred around 2019/2020, when 28% of launches made this claim, up from just 18% across the previous two-year period.
“As concerns over ‘ultra-processed’ foods continue to gain media traction and influence consumer behaviour, so brands are having to respond with formulations that focus on ‘simple’, ‘identifiable’ and ‘clean’ ingredients that aim to assuage such concerns and address the negative perceptions around ‘artificial’ ingredients”, commented Gama insights director Tom Warden. “Regardless of whether such perceptions are merited, brands will need to be increasingly alert to this changing landscape, and ready to pivot swiftly, reformulating or repositioning as needed to match consumers’ more stringent expectations of the food and drinks they buy”.
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.
About Gama
Gama is a global provider of business information and services specializing in product innovation and international trade. Through our worldwide network of over 100 experts in more than 50 countries, we offer high-quality news, research, analysis and partnering services. We deliver actionable insights, enabling you to make more informed decisions and supporting you to unlock new business opportunities.
– ENDS –
