2022
9
US Free-from/Ingredients to Avoid Market Report 2022
2022-12-22T03:05:58+00:00
OX1099965
3695
158873
[{"name":"Food","url":"https:\/\/store.mintel.com\/industries\/food"},{"name":"Ingredients and Additives","url":"https:\/\/store.mintel.com\/industries\/food\/ingredients-additives"}]
Report
en_GB
“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…

US Free-from/Ingredients to Avoid Market Report 2022

£ 3,695 (Excl.Tax)

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

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Market context
  2. Executive Summary

    • 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
  11. Consumer Labeling and Ingredients Attitudes

    • Half of US adults want more clear-cut communication
      • Figure 27: labeling and ingredient attitudes, 2022
      • Figure 28: Function-forward products, 2022
    • Need for clarity is universal
      • Figure 29: labeling and ingredient attitudes, by generation, 2022
  12. 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
  13. 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
  14. 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
  15. 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
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations

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