New market data from Innova Market Insights finds that the rising level of interest in “naturalness” has made a stronger impression in the confectionery sector and is driving industry to adopt “clean labeling.”
Nearly 9.5% of all confectionery launches recorded by Innova in the 12 months ending September 2012 used either natural or additive-/preservative-free claims or both. This made it the most popular health claim overall, ahead of sugar-free/low-sugar/no-added-sugar, featured on just under 9% of introductions, organic on 3.3% and low fat on just under 2%.