14 ANNUAL DIRECTORY 2017 WHAT’S IN STORE FOR 2017? There’s two ‘buzz phrases’ you’ll need to know for true success in 2017, according to market research company Innova Market Insights… ’clean supreme’ and ‘disruptive green’ lead the Top 10 trends for the next year. Innova innovation director Lu Ann Williams says food and beverage manufacturers and technologists around the world, and particularly in New Zealand, need to take account of both trends closely, along with the other eight she has handpicked as important for the 2017 year. 1.‘Clean Supreme’ It’s clear that consumers are demanding ‘clean to clear labelling’, which means no additives or preservatives; natural being the ultimate aim (although Williams says it still lacks a clear definition); organic filling in the natural gap as it is considered healthy; and non-GMO, which has enjoyed significant growth due to voluntary claims. The clear implications are that clean label ingredients are thriving; cleaner formulations are resulting in shorter ingredient lists; transparency is important around ingredients, processes and final products; and processing technology is important for clean label processing. More dairy launches are carrying grass-fed claims – the global number doubled between 2014 and 2015. Example: Mars to phase out artificial colours in M&Ms and other foods Other trends to watch…’antibiotic-free’, ‘animal welfare’ and ‘GMO-free’. 2. ‘Disruptive Green’ Plant milks, meat substitutes and vegan offerings are rapidly moving into the mainstream, and consumers are looking for innovative options to take the inherent benefits of plants into their daily lives, Williams says. Even dairy companies are now leveraging the functional and technical benefits of plant power, and in the alternative plant protein market, both plant-based dairy and meat alternatives continue to grow. Healthy herbs and spices such as turmeric, rosemary and sage all show strong growth across categories, and there’s impressive growth for colouring foodstuffs, ranging from elderberry to spirulina. Example: Brayers Cherry Vanilla Icecream, which boasts plum, cherry and black carrot concentrates for colour Other trends to watch…colouring food with black carrot, carrot and elderberry (which can be listed as ingredients instead of additives) in key categories such as confectionery, dairy, soft drinks, bakery, ready meals and sauces.
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