Supermarket Perimeter - September 2021 - 17

provides more in-depth product information beyond what appears on
the physical label.
Three quarters of consumers reported that they read the product
New framework for
the future of food
label before purchase, and the top claims they're looking for include all
natural or 100% natural; made with real ingredients; no added sugar;
organic; and no additives or preservatives.
" For consumers, clean label means 'clean eating' by focusing on
products with simple, easily recognizable ingredients according to
the principle 'less is more', " said Kim Després Thibodeau, marketing
manager of retail for Boucherville, Canada-based Bridor.
It's important to note that consumers are not only looking for
products that include more natural ingredients, but also products with
ingredients that they recognize, pointed out Lieselot Delabie, lab and
bakery manager with Gent, Belgium-based Vandemoortele.
" You often see hydrogenated oils and fats on ingredient labels, " she
said. " There's nothing wrong with that, but if it's not something you
use in your own kitchen, you don't know what it is, so consumers trust
it less. "
The blurred line between clean label and sustainability
When Hatfield, Pa.-based Clemens Food Group first entered the clean
label space in 2017, the company was seeing a demand for transparency
in the ingredients that made up their pork products, and how the
company's products were produced.
Over the last year, transparency has become even more important
to consumers because of COVID-19, and consumers are also coming
to expect that the products under the 'clean label' designation are also
responsibly sourced.
" We find that along with all of those other attributes (all-natural,
minimally processed, etc.) consumers also want to know that the meat
they're consuming came from a company that is raising their animals
responsibility, " said Michele Williams, senior retail marketing manager
for Clemens Food Group.
According to Kerry's Future of Food report, sustainability is strongly
associated with clean label and good-for-you foods. Sustainability casts
a " halo of purpose " with products that are made for the people and for
the planet and presents an opportunity for brands and retailers to push
products with a positive and purpose-driven message.
In fact, 41% of consumers prefer to purchase from brands they see as
ethical, and 73% think businesses with corporate responsibility initiatives
are changing things for the better, according to Kerry's report.
Vandemooretele views clean label as being so interwoven with
sustainability that a focus on expanding clean label products is part of
the company's new sustainability strategy that was launched earlier
this year.
" The new strategy is based on three goals, " said Aurélie Comhaire,
group sustainability manager for Vandemoortele. " The first one is
balanced nutrition, the second one is protecting nature, and the third
one is enhancing lives. Within the first goal of balanced nutrition,
clean label is one of our commitments. It was important to understand
what sustainability is for consumers. Sometimes it means something
about packaging, sometimes it's about health or carbon footprints. We
received some insights and clean label was a topic that popped up. "
supermarketperimeter.com
Nutrition
* Homemade
* Fresh
* Wholesome
* Vegetables/Fruits/
Nuts
* Low Sugar/Sodium/
Cholesterol/Fat
Sustainability
* Organic
* Local
* Safe
* Unprocessed
* Minimally processed
* Grass-fed
* Taste
Taste
* Healthy, but
delicious
* Flavorful
* Adventurous Taste
Functional
ingredients
* Low calories
* Allergen free
* Added proteins/
vitamins/fiber
* Diet Sensitivity
* Gluten-free
* Plant-based
* Added benefits
Acceptable
ingredients
* Made with real
ingredients
* Natural
* Nothing artificial
* No additives
* GMO-Free
* Quality
INTENTION
To understand the role of clean
label and what drives consumer
expectations around food, Kerry
studied a broader group of label claims
identifying nutrition, acceptable
ingredients, functional ingredients,
taste and sustainability as the
pillars of consumer priorities.
SEPTEMBER 2021 - 17
20
20 20 20 20q
N
i
t
u
b
a
i
r
n
t
a
i
o
i
t
n
s
A
c
c
e
p
t
a
b
l
e
e
i
t
s
n
a
g
r
T
e
d
i
e
n
t
s
F
s
u
n
t
n
c
i
e
t
i
o
d
n
r
e
a
g
l
i
n
u
S
t
i
l
y
http://www.supermarketperimeter.com

Supermarket Perimeter - September 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2021

Supermarket Perimeter - September 2021 - Intro
Supermarket Perimeter - September 2021 - 1
Supermarket Perimeter - September 2021 - 2
Supermarket Perimeter - September 2021 - 3
Supermarket Perimeter - September 2021 - 4
Supermarket Perimeter - September 2021 - 5
Supermarket Perimeter - September 2021 - 6
Supermarket Perimeter - September 2021 - 7
Supermarket Perimeter - September 2021 - 8
Supermarket Perimeter - September 2021 - 9
Supermarket Perimeter - September 2021 - 10
Supermarket Perimeter - September 2021 - 11
Supermarket Perimeter - September 2021 - 12
Supermarket Perimeter - September 2021 - 13
Supermarket Perimeter - September 2021 - 14
Supermarket Perimeter - September 2021 - 15
Supermarket Perimeter - September 2021 - 16
Supermarket Perimeter - September 2021 - 17
Supermarket Perimeter - September 2021 - 18
Supermarket Perimeter - September 2021 - 19
Supermarket Perimeter - September 2021 - 20
Supermarket Perimeter - September 2021 - 21
Supermarket Perimeter - September 2021 - 22
Supermarket Perimeter - September 2021 - 23
Supermarket Perimeter - September 2021 - 24
Supermarket Perimeter - September 2021 - 25
Supermarket Perimeter - September 2021 - 26
Supermarket Perimeter - September 2021 - 27
Supermarket Perimeter - September 2021 - 28
Supermarket Perimeter - September 2021 - 29
Supermarket Perimeter - September 2021 - 30
Supermarket Perimeter - September 2021 - 31
Supermarket Perimeter - September 2021 - 32
Supermarket Perimeter - September 2021 - 33
Supermarket Perimeter - September 2021 - 34
Supermarket Perimeter - September 2021 - 35
Supermarket Perimeter - September 2021 - 36
Supermarket Perimeter - September 2021 - 37
Supermarket Perimeter - September 2021 - 38
Supermarket Perimeter - September 2021 - 39
Supermarket Perimeter - September 2021 - 40
Supermarket Perimeter - September 2021 - 41
Supermarket Perimeter - September 2021 - 42
Supermarket Perimeter - September 2021 - 43
Supermarket Perimeter - September 2021 - 44
Supermarket Perimeter - September 2021 - 45
Supermarket Perimeter - September 2021 - 46
Supermarket Perimeter - September 2021 - 47
Supermarket Perimeter - September 2021 - 48
Supermarket Perimeter - September 2021 - 49
Supermarket Perimeter - September 2021 - 50
Supermarket Perimeter - September 2021 - 51
Supermarket Perimeter - September 2021 - 52
Supermarket Perimeter - September 2021 - 53
Supermarket Perimeter - September 2021 - 54
Supermarket Perimeter - September 2021 - 55
Supermarket Perimeter - September 2021 - 56
Supermarket Perimeter - September 2021 - 57
Supermarket Perimeter - September 2021 - 58
Supermarket Perimeter - September 2021 - 59
Supermarket Perimeter - September 2021 - 60
Supermarket Perimeter - September 2021 - 61
Supermarket Perimeter - September 2021 - 62
Supermarket Perimeter - September 2021 - 63
Supermarket Perimeter - September 2021 - 64
Supermarket Perimeter - September 2021 - 65
Supermarket Perimeter - September 2021 - 66
Supermarket Perimeter - September 2021 - 67
Supermarket Perimeter - September 2021 - 68
Supermarket Perimeter - September 2021 - 69
Supermarket Perimeter - September 2021 - 70
Supermarket Perimeter - September 2021 - 71
Supermarket Perimeter - September 2021 - 72
Supermarket Perimeter - September 2021 - 73
Supermarket Perimeter - September 2021 - 74
Supermarket Perimeter - September 2021 - 75
Supermarket Perimeter - September 2021 - 76
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-september-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-august-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-july-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-june-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-may-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-april-2021
https://digital.supermarketperimeter.com/sosland/sp/supermarket-perimeter-march-2021
https://digital.supermarketperimeter.com/sosland/sp/2021_02_01
https://digital.supermarketperimeter.com/sosland/sp/2021_01_01
https://digital.supermarketperimeter.com/sosland/sp/2020_12_01
https://digital.supermarketperimeter.com/sosland/sp/2020_11_01
https://digital.supermarketperimeter.com/sosland/sp/2020_10_01
https://digital.supermarketperimeter.com/sosland/sp/2020_09_01
https://digital.supermarketperimeter.com/sosland/sp/2020_08_01
https://digital.supermarketperimeter.com/sosland/sp/2020_07_01
https://digital.supermarketperimeter.com/sosland/sp/2020_06_01
https://digital.supermarketperimeter.com/sosland/sp/2020_05_01
https://digital.supermarketperimeter.com/sosland/sp/2020_04_01
https://digital.supermarketperimeter.com/sosland/sp/2020_03_01
https://digital.supermarketperimeter.com/sosland/sp/2020_02_01
https://digital.supermarketperimeter.com/sosland/sp/2020_01_01
https://digital.supermarketperimeter.com/sosland/sp/2019_12_01
https://digital.supermarketperimeter.com/sosland/sp/2019_11_01
https://digital.supermarketperimeter.com/sosland/sp/2019_10_01
https://digital.supermarketperimeter.com/sosland/sp/2019_09_01
https://digital.supermarketperimeter.com/sosland/sp/2019_08_01
https://digital.supermarketperimeter.com/sosland/sp/2019_07_01
https://digital.supermarketperimeter.com/sosland/sp/2019_06_01
https://digital.supermarketperimeter.com/sosland/sp/2019_05_01
https://digital.supermarketperimeter.com/sosland/sp/2019_04_01
https://digital.supermarketperimeter.com/sosland/sp/2019_03_01
https://digital.supermarketperimeter.com/sosland/sp/2019_02_01
https://digital.supermarketperimeter.com/sosland/sp/2019_01_01
https://www.nxtbookmedia.com