Provenance and transparency

Another evolving clean label trend is around provenance and transparency, with supply chain traceability and blockchain continuing to develop. Bagul says that some consumers do value this if they can trace it back to the farm or wherever it comes from.11 Consumer surveys in Europe have also found close associations from respondents between local and more natural foods. 13

The next step for provenance and transparency is likely to move beyond ingredients. In the future, producers need to look to ensure how they run their business, how their ingredients are produced and under what conditions they are also up to higher ‘clean image’ standards.

Emma Schofield, Senior Analyst, Global Food Science at Mintel says:

“Shoppers think critically about the types of food production they want to support. In future, consumers will not just seek clean labels but will seek brands with a 'clean conscience'. In markets like Europe, where naturalness and clean label are most advanced, producers will need to progress from becoming producers of clean label ingredients, to a brand with a clean conscience.” 14

Source: Mintel GNPD 15

Provenance might be even more important now due to the Covid-19 pandemic, explains Julian Mellentin, Director at New Nutrition Business.

“Covid-19 has mostly accelerated trends that were already there. For example, from direct-to-consumer (D2C) business to the growing consumer interest in provenance and more local products and ingredients, this change has been gathering pace since about 2008. Even the biggest companies have embraced it, with giants like Danone marketing products with locally sourced ingredients, such as its Fruits d’Ici (translation: Fruits from here) yoghurt brand. For many consumers locally sourced – or some other clear provenance – means sustainable and a ‘provenance’ strategy is one way to deliver sustainability now, and also address consumer concerns.” 16

Source: Mintel GNPD 17

Woody’s Free Range Traditional Maghrebi Spicy Goat Merguez Sausage is made from 100% New Zealand goat meat combined with juicy free-range pork fat, harissa and a blend of spices. According to the manufacturer, the goats are born and bred outdoors with guaranteed provenance and are ethically raised.

Ingredients: free range goat, pork, rice flour, potato starch, salt, harissa (preservative(202)),onion, tomato, herbs, spices, chilli, garlic, acetic acid, ascorbic acid (vitamin C).