Clean supreme

Clean label is no longer a trend — it’s the rule. Consumer demand for total transparency is rippling through the supply chain and driving growth of claims such as “environmentally friendly,” which had a compound annual growth rate of 72% in new global food and beverage launches from 2011 to 2015, and “animal welfare,” growing 45% per year during the period. In the United States, new dairy product launches with a grass-fed claim surged 60% last year.

“We’re seeing greater details in information companies are sharing with their consumers, leading to new types of labeling, new claims and new stories to tell about products,” Ms. Nielsen said.