2/12/2018. Getting Clear on Clean Labels. Clean Label 101. Consumer Values Drive Food Purchases. Where it All Began. The Demand for Clean Label

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1 Getting Clear on Clean Labels Annette Maggi, MS, RDN, LD, Clean Label 101 February 23, 2018 Where it All Began Consumer Values Drive Food Purchases Consumers are actively shaping and expanding the number of drivers they incorporate into their food purchasing decisions. Evolving value drivers (Health & Wellness, Safety, Social Impact, Experience, and Transparency) as a group have become meaningful for a sizeable number of consumers. Traditional value drivers continue to be among the most important drivers of behavior. More consumers making purchase decisions based on the full plate Traditional and Evolving value drivers combined represents a fundamental disruption of the value equation for retailers and manufacturers. Source: Deloitte Food Value Equation Survey 2015, Deloitte Analysis, Deloitte Industry Executive Interviews 2015 The Demand for Clean Label 1

2 The Demand for Clean Label The Demand for Clean Label Source: Clean Label: Public Relations or Public Health?, Center for Science in the Public Interest, According to Innova Market Insights, more than 20% of new US products tracked in 2014 featured a clean label positioning, up from 17% in There is no legal definition of clean label According to Healthfocus International: 65% of study respondents believe processed means things have been added like preservatives, artificial flavors or colors or GMOs 41% of shoppers think preservative free is important Source: 1. 20% of U.S. Food, Beverage Launches Tout Clean Label, Judie Bizzozero. Food Product Design, July Consumers & Clean Labels: Where is the Market Heading? Barbara Katz. Nutraceuticals World, April 1, Retailers Providing Shopper Education Is your company prepared to provide consumer education on the following labeling issues? Clean/Clear Labeling Yes: 50% No: 23% Would like more resources for this: 27% School Districts Respond to Trend Source: Retailer Contributions to Health and Wellness, Food Marketing Institute, 2017 Clean Labels Defined Source: IFIC 2016 Food & Health Survey Clean Label Magazine: Consuming food that is in its most natural state. National Starch Food Innovation: free of chemical additives, simple ingredient listing that consumers understand, foods process using traditional techniques or that are minimally processed. Whole Foods: 84 ingredients are unacceptable to be in any food sold in their stores including artificial sweeteners, colors and flavors, non-natural preservatives, DATEM, irradiated foods, bleached flour, HFCS. Panera: 100% of food is 100% clean. That means no artificial preservatives, sweeteners, flavors and no colors from artificial sources. Eighty-one ingredients on their No No List. 2

3 What s missing in the new approach to health and wellness? Lawsuits have begun Consumer Insights Pollan s Advice has Taken Hold Conflicting Views on Packaged Foods Source: Natural Marketing Institute, Inc Source: IFIC 2016 Food & Health Survey 3

4 Consumer Perceptions Consumer Perceptions: Aided vs. Unaided Data Source: Shopping For Health, 2016 Consumers Lack Trust in CPGs Only 44 of respondents in Nielsen global survey strongly or somewhat agree that they trust industry prepared food (Nielsen, 2016) Only 12% of Americans rank food brands as their most trusted resource for what is in their foods (Label Insights Food Revolution Study, 2016) 33% of shoppers believe food manufacturers are working against them when it comes to eating healthy (Center for Food Integrity, 2016) Transparency: Clear vs. Clean Labels Retail RD Advice: Clear Labels instead of Clean Ones CPGs are Providing Transparency Clean Labels Suggests all other foods are dirty Philosophy suggests there is a prescribed number of ingredients that is ideal and no chemicals or additives should be seen in an ingredient listing Clear Labels Everything shown in a product s ingredient list has an essential function in that product Manufacturers educate consumers on the function of various ingredients 4

5 CPGs are Providing Transparency According to a 2015 Hartman Group report, CPGs can earn consumer trust by providing information on -the ingredients used -the manufacturing process -animal welfare -sourcing -the treatment of employees Smart Label: Industry Initiative SmartLabel is a tool that gives consumers a way to access more detailed product information about a wide range of food, beverage, household, pet care and personal care products. It is fast and easy to use, with a consistent digital format that shares accurate data directly from the manufacturer in real-time. People can access SmartLabel and its information whether they are in the store, at home, or at work, by using a smart phone, tablet or desktop computer. SmartLabel was created by a group of consumer companies and retailers formed by the Grocery Manufacturers Association and the Food Marketing Institute called the Trading Partner Alliance (TPA). Transparency Ingredient sourcing Animal welfare Where animals live Animal feed Hormone Use Antibiotic Use Clean Label Trend is not Waning Recommendations 5

6 Packer & shipper 2/12/2018 Recommendations Use only ingredients with a function Align with regulations Understand consumer tolerances Remember taste, convenience, price and nutrition are top consumer priorities Prioritize food safety Manage communications responsibly Be Truthful & Not Misleading True of all vs. some What laws require Authentic messaging Inform, educate & communicate why Focus on providing consumer choice Truthful The Whole Supply Chain Matters Grower Processor Food Company Retailer What are the inputs and outputs at each stage of the process and how are they managed? In Closing... Questions and Discussion 6

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