In the beverage market, as well as other consumable industries, the influence of clean label continues to expand its reach. In fact, in its Top Ten Trends list for 2017, the Netherlands-based Innova Market Insights highlighted how clean label has been a running theme for the market research firm dating back to 2008. However, it adds that the macro trend took on a more dominant role in the latest prognostication as clean and clear became a theme throughout the entire list.
Additionally, Innova listed its top trend as Clean Supreme, highlighting the rewritten rules of clean and clear labeling. “The demand for total transparency now incorporates the entire supply chain, as a clean label positioning becomes more holistic,” it stated in November 2016 press release.