Food Additives: The U.S. Market
Changes abound within the food additives industry. Consumer distaste for artificial additives, long ingredient lists, and unpronounceable food ingredients continues to grow. Well-performing synthetic and artificial ingredients, which entered during the 1950s/postwar era, have sharply fallen into disfavor. Although distaste for artificial additives continues to strengthen, consumer expectations regarding color, mouth feel, shelf stability, flavor, and a host of other additive-enhanced characteristics have not changed. Enter natural and nature-equivalent food additives. With recognizable (or at least pronounceable) names, the new natural, clean list paradigm for processed foods is driving a rapid and ongoing transition from artificial to natural additives across a wide array of center store foods and beverages. Key trends include:
- Slack or in some cases even falling markets across several artificial food additive categories;
- Proliferation of new natural color additives and other categories of natural additives are driving growth in the overall market;
- Rapid research and development (R&D) within the natural food additives industry; R&D will drive development of new natural additives, which will support market growth through the close of the decade;
- Recent NGO publications on what are being billed as loopholes in the FDA’s additive approval process are stirring public concern and political will to revise FDA policies and regulations for food additives. This could produce notable near to mid-term change in the U.S. food additives industry.
This report will help:
- Food additives manufacturers to identify key areas of market growth, stagnancy, and even contraction through 2018;
- Marketing managers to strategize new product introduction, and transition toward clean labels, noting that labels that are “too clean” can sometimes produce adverse and unexpected consumer reactions;
- Research and development professionals to identify major industry trends and also competitor initiatives in order to stay up to date in their field;
- Advertising agencies within the food industry to better understand consumers and develop messages and images that support consumer purchase;
- Business development executives to understand the changing food additives market and anticipated future market developments, and to identify new competitors and potential partnerships;
- Food industry managers and execs to understand potential for regulatory change in order to adapt to an uncertain regulatory future and stay ahead of competition in addressing likely regulatory changes.
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