Interest in natural products has grown markedly in recent years. This has been reflected in a number of ways in new product activity, such as the use of all natural colors, flavors and other raw materials and in the growing use of GMO-free labeling.
In terms of product activity, launches featuring GMO-free claims and labeling remain relatively limited on a global scale. While nearly 13% of launches recorded by Innova Market Insights in the 12 months to March 2013 were marketed on an “additive-free” or “preservative-free” platform, nearly 7% were marketed as “natural” and 6% as “organic,” just 1.1% used GMO-free labeling.
In terms of products carrying GMO-free claims, snacks, dairy and bakery have the largest number of launches, reflecting the significance of GM ingredients in sectors using high levels of cereals for food or feed. They accounted for 14.1%, 13.3% and 12.5% respectively, of global GMO-free launches recorded, ahead of baby foods, meat, fish and eggs, confectionery and ready meals.
Lu Ann Williams, Director of Innovation at Innova Market Insights reports: “The demand for GMO-free labeling seems set to continue to grow as a marketing tool globally,” Williams concludes “as even where GMO foods have to be labeled, such as in the EU, there is still apparently demand for easy recognition of GMO-free lines as the use of logos and certification schemes continues to grow.”
