Cracks emerge in ‘natural’ proposition

After years of growth, cracks are beginning to emerge in the ‘natural’ platform says market analyst Innova.

With no legal definition of the term ‘natural’, use of the term is becoming more problematic for brands as regulatory pressure in Europe and from national agencies increases.

Innova says some companies, challenged on whether their highly processed products can reasonably claim to be natural, are switching to other positionings – for example ‘additive-free or ‘preservative-free’. ‘GM-free’ is also increasingly being used by food brands.

The development is one of ’10 emerging trends in food and drinks for 2013’ identified by Innova, reported on here by