When the Netherlands-based Innova Market Insights announced its Top Ten Trends list for 2017, clean label was highlighted as the No. 1 trend of the year. “Interest in naturalness and clean label continues to feature strongly,” Lu Ann Williams, director of innovation at Innova Market Insights, said in a statement. “It has become somewhat of a running theme through our trends forecasts in recent years.
“In 2008, ‘Go Natural’ led our trends list, and since then the theme has been featured each year in different forms, such as ‘Processed is Out’ in 2011, ‘From Clean to Clear Label’ in 2015 and ‘Organic Growth for Clear Label’ in 2016,” she continues. “This year, clean and clear is a theme weaving throughout the entire list, but is specifically the case for trend No. 1 (‘Clean Supreme’).”