[Clean Living: The Trends]

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Better-For-You

80% of Consumers agree that healthy eating is about balance, not restriction.  Consumers seek healthier alternatives and functional benefits to their favored food and drink. Limiting processed foods and focusing on wholefoods with an emphasis on fruits and vegetables are staples of a “clean” diet (Mintel, 2019).

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Minimalism

From home décor and fashion, to website and logo design, simplicity is synonymous to sophistication. Minimalism offers clarity and ease to consumers, a sense of trust knowing products are designed with intention, and the ability to understand and manage the full impact of their dollar (Holmes Report, 2020).

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Personalization

Personalization gained traction as an innovation tactic last year, with no signs of slowing down in 2020 with the continued advancements of AI and other digital analytic tools. Curated experiences are expected among consumers, as interactions with brands their products or services are increasingly humanized via social media.

What this means for brands

As these trends ripple into the daily life of modern consumers, brands across food, beverage, beauty and household cleaning products will need to tailor their innovation pipeline accordingly if they intent to connect with the increasing number of mindful consumers.

WHAT IMPACT HAS THIS HAD ACROSS CPG INDUSTRIES?

[Clean Living: The Impact]

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Clean Eating

“Less is more” is also a driver of clean eating, as consumers focus on minimally processed products with limited ingredient statements, with 62% of US consumers agree that the fewer ingredients a food has, the healthier it is (Mintel, 2019).

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Clean Beauty

While the definition of clean beauty differs across consumer groups, a focus on “less is more” and “natural” is a commonality, with 56% of US consumers associating natural skincare products as clean (Mintel 2019).

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Clean Household

Consumer perception of clean has shifted to include household cleaning products, as more than 60% of US millennials seek cleaning products with limited and environmentally friendly ingredients (Mintel, 2019).

What this means for food and drink

While the definition of “clean label” continues to evolve, manufacturers should look to simplify and remain focused on quality, adapting a “less is more” approach to product innovation.

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