Food Business News - February 23, 2016 - (Page 11)

Consumers not clear on clean label definition LONDON - More than a third of respondents in a global survey from Canadean said they do not have any understanding about the term "clean label." Melanie Felgate, senior consumer insight analyst for London-based Canadean, said food and beverage manufacturers thus might want to choose other terms to promote products. "The 'clean label' term generally resonates with consumers as an indicator that a product is natural or chemical-free," she said. "However, the fact that a significant proportion of consumers don't understand the term or interpret it to mean, for example, that a product could be gluten-free, suggests that brands should continue to place their marketing focus on core benefits, rather than simply promoting their products as 'clean.'" Canadean's survey took place in December and involved 27,185 respondents from 31 countries. When asked what the term "clean label" means, 36% said free from artificial ingredients while 34% said natural/organic claims and 34% said they did not know what "clean label" means. "What's interesting is that in the U.S. where the clean labelling movement is arguably more advanced, almost half of consumers (45%) do not understand its meaning," Ms. Felgate said. "The lack of clarity may actually turn consumers away from brands marketed in this way, rather than promoting the simplicity that should underpin the ideals of clean labelling." Other answers globally were no pesticides/chemicals/ toxins (31%), free from allergens (24%), no G.M.O.s (23%), minimally processed (16%), simple/short ingredient lists (11%) and transparent packaging (7%). The survey found 1 in 10 consumers said they would be willing to pay over 5% more for a product claiming to be clean label. "The term 'clean label' resonates differently among consumers globally, and moreover a third of consumers (34%) do not actually have any understanding of what it means at all," Ms. Felgate said. "This may reflect the fact that the term 'clean label' is more widely used in industry than as a marketing claim in itself. However as the 'clean' movement gains mainstream traction, as reflected by the popularity (of) social media hashtags such as #cleaneating, it is important that marketers understand what 'clean' actually means to the consumer." She said Minneapolis-based Caribou Coffee has taken a smart approach to clean label promotions. "While Caribou Coffee promotes the removal of artificial flavorings as their 'clean label pledge,' the message given to consumers focuses strongly on the sensory benefits," Ms. Felgate said. "The brand emphasizes the 'realness' of its ingredients to provide a 'superior flavor,' with slogans like 'change you can taste' and 'it just got real' taking center stage. Highlighting these sensory advantages will resonate much more strongly with consumers than relying solely on the potentially confusing clean label message to sell the brand." FBN W.H.O. report urges tax on sugar-sweetened drinks GENEVA, SWITZERLAND - A World Health Organization report on childhood obesity includes a recommendation to tax sugar-sweetened beverages. The report from the W.H.O.'s "Commission on Ending Childhood Obesity" also covers such areas as the marketing of foods and nonalcoholic beverages to children and the implementing of school meal standards. "Overall, the rationale for taxation measures to influence purchasing behaviors is strong and supported by the available evidence," the report said. "Further evidence will become available as countries that implement taxes on unhealthy foods and/or sugar-sweetened beverages monitor their February 23, 2016 progress. The commission believes there is sufficient rationale to warrant the introduction of an effective tax on sugar-sweetened beverages." The report said price influences low-income consumers the most. "Fiscal policies may encourage this group of consumers to make healthier choices (provided healthier alternatives are made available) as well as providing an indirect educational and public health signal to the whole population," the report said. Some countries may consider taxes on food high in fat and sugar, the report added. In response, the Washingtonbased American Beverage Association said no evidence shows taxes on grocery items like beverages improve public health. "Recent studies on the effect of a soda tax in Mexico show that it resulted in a reduction of 4.9 calories per day, an amount not even measurable on a bathroom scale," the association said. "Moreover, despite tax proponents' unfounded claims that soft drink consumption is the driving factor behind obesity, health data prove that the prevalence of public health challenges such as obesity continues to grow even though sugar consumption from soda dropped by 39% since 2000." The W.H.O. report cited a study published on-line Jan. 6 in the BMJ. The study found a an excise tax of one peso per liter on sugar-sweetened beverages implemented on Jan. 1, 2014, in Mexico has been associated with an overall 12% reduction in sales. Globally, at least 41 million children age 5 and under are overweight or obese, according to the W.H.O. report. Overweight prevalence in that age group rose to 6.1% in 2014 from 4.8% in 1990. The report, which was released Jan. 25, listed six areas that may help to end childhood obesity: intake of healthy foods; physical activity; preconception and pregnancy care; early childhood diet and physical activity; health, nutrition and physical activity for school-age children; and weight management. FBN FOODBUSINESS NEWS ® 11

Table of Contents for the Digital Edition of Food Business News - February 23, 2016

Food Business News - February 23, 2016
Campbell Soup defends G.M.O. labeling decision
Whole grains versatility
Dairy Business News - The many shades of cocoa
Table of Contents
Web Contents
Editorial - Pickup ahead in food m. & a. activity
WhiteWave broadening its Horizon
Pilgrim’s Pride plans sizable strategic investment
Consumers not clear on clean label definition
W.H.O. report urges tax on sugar-sweetened drinks
Snacks ‘area of weakness’ for Kellogg
US Foods files for initial public offering
Beyond Tyson 2.0
General Mills ahead of natural, organic sales goal
Mondelez ‘Lines of the Future’ steadily proliferating
Smucker looks to ‘lead with innovation'
Food business blossoming for
Mars to remove artificial colors across portfolio
Three trends driving gluten-free market
Market Insight - The demise of orange juice
Washington - President’s budget for food safety leans heavily on user fees
Ingredient Trends - Manufacturers responding to non-G.M.O. trend
Whole grain intake still could improve
Is there a U.S. cocoa shortage?
New Food Products
Ingredient Market Trends - Secretary Vilsack says reports demonstrate net energy benefits of ethanol
Ingredient Markets
Supplier Innovations and News
Ad Index
Food Business in the News

Food Business News - February 23, 2016