US Free-from/Ingredients to Avoid Market Report 2022
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Description
“While labels can be an effective tool for brands to differentiate their products nutritionally, they can also be a portal to additional information and ingredient education. Consumers across age groups are aligned in the need for label clarity, demonstrating a deeply rooted issue that calls for resolution through simplified messaging, education and tools”.
– Mimi Bonnett – Senior Director – Food, Drink, Flavors and Ingredients
Key issues covered in this Report
- Consumer eating habits, use of nutritional labels, and attitudes toward ingredients.
- Sought out, avoided and awareness of ingredients
- Interest in emerging ingredients
- Label and ingredient attitudes and behaviors
- Reasons for ingredient avoidance
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Market context
- What you need to know
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Executive Summary
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- Top takeaways
- Slowed claims in 2021-22 are a sign of the times
- Figure 1: Share of new product launches in the food, by claim category, rolling years 2019-2022
- Challenges and Opportunities
- Take communications beyond the label
- Figure 2: Labeling and ingredient attitudes, 2022
- Crowdsourcing young adults require multi-platform education
- Figure 3: Reasons for avoiding ingredients, by generation, 2022
- High profile ingredient offenders aren’t scaring consumers away
- Figure 4: Mainstream ingredients sought or avoided, 2022
- Offset free froms with a functional future
- Figure 5: Interest in emerging ingredients, by generation, 2022
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State of the Market
- Convenience and exploration on the agenda, especially for under 45s
- Figure 6: eating habits, by generation, 2022
- Consumers look to BFY foods/drinks for both avoidance and supplementation
- Figure 7: Healthy eating ideals, 2022
- Label readers needs more clarity, tips and tools
- Figure 8: Food and drink behaviors and attitudes, 2022
- FDA’s new “healthy” label may simplify things for BFY brands
- Free-from claims slow in 2021-22
- Figure 9: Share of new product launches in the food, by claim category, rolling years 2019-2022
- Figure 10: Share of new product launches in the food super-category, by claim, rolling years 2019-2022
- Functional and plus claims rise in drinks…
- Figure 11: Share of new product launches in the beverages super-category, by claim category, rolling years 2019-2022
- …while “organic” and “non-GMO” claims slow
- Figure 12: Share of new product launches in the beverages super-category, by claim, rolling years 2019-2022
- Convenience and exploration on the agenda, especially for under 45s
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Market Factors
- Weary consumers relax focus on healthy eating
- Figure 13: Eating habits, 2019-22
- Consumers at any level of affluence are feeling the pinch
- Figure 14: Attitudes toward select healthy eating responses, by current financial situation, 2022
- Yet, dietary restrictions outweigh loosened choices
- Figure 15: Changes in eating habits, 2022
- Wellness “influencers” point to changes ahead; need for tailored messaging
- Figure 16: Reasons for avoiding some ingredients, by generation, 2022
- Weary consumers relax focus on healthy eating
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Competitive Strategies and Market Opportunities
- “Free-from” formulations meet convenient, fun applications
- Influencers are sharing more than just recipes
- Free froms go from BFY to “better for us” paired with environmental, ethical features
- Next gen BFY seekers can narrow the label knowledge gap with tech
- “Free-from” formulations meet convenient, fun applications
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Product Development – What’s Now
- Brands focus on “free from” pesticides, GMOs and artificial colors for maximum reach
- Figure 17: Avoidance/seeking of pesticides, GMOs, artificial colors, 2022
- Raise the bar on fiber, sodium with trending health benefits
- Figure 18: Avoidance/seeking of fiber and sodium, 2022
- Tackle sugar woes with natural sweetener education
- Figure 19: Avoidance/seeking of sweeteners, 2022
- Brands focus on “free from” pesticides, GMOs and artificial colors for maximum reach
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Product Development – What’s Next
- Brands can refresh notions of allergens with ties to specialty diets
- Figure 20: Avoidance/seeking of allergens, FODMAP, nightshades, 2022
- Mushrooms, botanicals and MCT oils, oh my
- Figure 21: interest in mushrooms, botanicals, MCT oil, 2022
- Next level holistic functionality in adaptogens and nootropics
- Figure 22: interest in adaptogens and nootropics, 2022
- Brands can refresh notions of allergens with ties to specialty diets
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The Consumer – Fast Facts
- Demand is high for improved labels and clarity on ingredient quality
- Strong generational differences in eating habits and priorities shape the types of claims, products and formats they seek
- Attitudes towards specific ingredients show opportunities for some…and the need for more information for many
- Demand is high for improved labels and clarity on ingredient quality
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Attention to Nutrition Labels
- Label reading is prevalent, but not enough to educate
- Figure 23: Attention to nutrition label, 2022
- Let the label lead parents beyond nutrition to meal planning hacks
- Figure 24: Attention to nutrition label, by parental status, 2022
- Label reading is prevalent, but not enough to educate
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Reasons for Ingredient Avoidance
- Doctor’s advice and food intolerances are core drivers for avoidance of ingredients
- Figure 25: Reasons for avoiding ingredients, 2022
- Younger adults crowdsource what not to eat
- Figure 26: Reasons for avoiding ingredients, by generation, 2022
- Doctor’s advice and food intolerances are core drivers for avoidance of ingredients
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Consumer Labeling and Ingredients Attitudes
- Half of US adults want more clear-cut communication
- Figure 27: labeling and ingredient attitudes, 2022
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- Figure 28: Function-forward products, 2022
- Need for clarity is universal
- Figure 29: labeling and ingredient attitudes, by generation, 2022
- Half of US adults want more clear-cut communication
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Mainstream Ingredients Sought or Avoided
- Nearly a quarter take no stance on high-profile ingredient “offenders”
- Figure 30: mainstream ingredients sought or avoided, 2022
- Accessibility is a barrier to lower-income consumers
- Figure 31: mainstream Ingredients avoided, by household income, 2022
- Nearly a quarter take no stance on high-profile ingredient “offenders”
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Secondary Ingredients Sought and Avoided
- Lack of information, awareness contributes to ambiguity
- Figure 32: secondary ingredients sought or avoided, 2022
- Informed Millennials are avoiders
- Figure 33: Secondary ingredients avoided or unknown, by generation, 2022
- Lack of information, awareness contributes to ambiguity
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Alternative Sweeteners Sought and Avoided
- Despite the demonization of sugars, consumers still in the dark about alternatives
- Figure 34: alternative sweeteners sought or avoided, 2022
- Millennials reshaping the sweetener world
- Figure 35: Seek out sweeteners, by generation, 2022
- Despite the demonization of sugars, consumers still in the dark about alternatives
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Interest in Emerging Ingredients
- Connect the dots between buzzy ingredients, antioxidants
- Figure 36: Interest in emerging ingredients, 2022
- Gen Z and Millennials put the fun in functional
- Figure 37: Interest in emerging ingredients, by generation, 2022
- Figure 38: Functional product introductions, 2022
- Connect the dots between buzzy ingredients, antioxidants
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Data sources
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
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