Why "additive-free" is a no-brainer

By: Dean Best - 19 September 2007 14:19

The consumer is king. The mantra is repeated from school economics lessons right up to the boardrooms of multinational FMCG companies.

And that nearly one in four of all food and drinks brands launched in the UK this year have been sold as “additive- and preservative-free” is proof that the mantra is not just economic theory.

Industry analysts Mintel said today (19 September) that 24% of all food and beverage NPD in the UK this year have looked to tap into growing consumer concern over additives and the possible link to unwanted health effects.

Moving away from additives and artificial preservatives is a no-brainer for food manufacturers in the UK. With consumers looking for more “natural” products – and retailers perhaps leading the way on this issue – there is a commercial incentive to going “additive-free”.

And what’s more, there’s the spectre of regulation. The UK’s new Prime Minister has already suggested that the food industry should do more on the issue. If manufacturers show the authorities and the public that they are willing to meet their demands, they could unilaterally stave off the costly threat of regulation.

But this isn’t just an issue for the UK. What signs are you seeing in your local markets on the issue of additives? Are manufacturers moving away from their use?

Comments on this blog post

If the interest in my new Australian natural preservative (marketed as a food flavour and called Herbal-Active(TM)) is anything to go by, the trend away from additives is rising dramatically. Additionally, supply chain considerations on fresh product with a 7 to 14 day shelf life are still a concern. An effective solution to provide extra weeks without additives is good for logistics and healthy for profits. Then there's the issue of hyperactivity and sensitivity, and a culinary herb extract blend as a multi-benefit functional is proving to be music to many ears.

Vic Cherikoff, Australia