Food & Beverage Asia Oct/Nov 2019

M ore than half of consumers (52%) in Asia Paci̬c, the Middle East and Africa ( APMEA ) a re a l wa y s looking for cleaner labels when shopping. But clean eating in the East is very di ̫ erent from the West, according to new research released by Kerry today. The ‘Cleaner Label: Safety, Health and Environment - The NewNarratives’ report – based onmarket analysis, expert interviews and a survey of 4,000 shoppers – found that claims relating to food safety are more important than health and sustainability claims for APMEA consumers. “The cleaner label movement is quickly gaining ground in APMEA, but the vast majority of research still relates to Europe and the Americas where the trend ̬rst took o ̫ . We commissioned this study to gain a better understanding of consumer priorities in APMEA. What’s clear is that clean eating is very di ̫ erent in this region, so it’s crucial that F&B brands localise their cleaner label strategies to succeed here,” said Mr. John Savage, president and CEO, Kerry Asia, Middle East and Africa. The report identi̬es four key trends: Safety concerns dominate According to the research, claims about the elimination of ingredients that are thought to be harmful ranked as the three most important claims by APMEA consumers, with ‘no arti̬cial additives/ preservatives’ in ̬rst place, followed by ‘no pesticides/pollutants’ and ‘no antibiotics/ growth hormones’ respectively. Kerry’s report also finds that this is consistent across all categories. For Snacks, Soups, Sauces and Dressings, Meat and Fish, Dairy, Beverages and Bakery, Confectionery and Cereals, the claim of ‘no arti̬cial additives/preservatives’ ranked as the most important for APMEA consumers. “A lot of countries in APMEA have histories of high-profile food scandals due to poor food processing and handling and malpractices, so it’s not surprising that food safety trumps health and environmental claims to be the top cleaner label priority in this region,” said Mr. Savage. (11& 5#('6; 647/25 *'#.6* #5 612 %.'#0'4 .#$'. 24+14+6; (14 %1057/'45 +0 #2/'# FOOD & BEVERAGE ASIA OCTOBER / NOVEMBER 2019