Food for thought: Spotlight on sustainability at Fi Asia

The big players in the world of ingredients came together in Asia last month to discover and unveil the emerging enhancements, advancements and industry insights shaping the region’s food and beverage landscape. More than 10,000 delegates took the opportunity to source new ingredients, strengthen networks, showcase innovative products and solutions, and learn about the latest industry trends at Fi Asia Indonesia in Jakarta, September 7-9.

Hofseth BioCare’s James Berger was one such attendee, meeting with existing and prospective customers and sharing the latest science-backed evidence for HBC’s portfolio of sustainable nutritional ingredients. At the show, he witnessed a shift towards the premiumisation of ingredients, a favour for flavour, and a taste for heritage. But clean label appeal was the most prominent theme, with freshness, irrefutable evidence, and traceability at its core.

Here, James delves deeper into this key trend and how the industry can cater to growing consumer demand for clean-label confidence.

What is driving demand for clean label products?

Conscious consumerism has had a meteoric rise in recent years, triggered by growing awareness of the detrimental impact of industrialisation. As consumers have gained greater understanding of the effects of carbon footprints on the planet, they have adopted a sense of individual and collective responsibility to positively change the narrative. Manufacturers are seen as key facilitators to achieving this objective of damage reversal and regeneration through more sustainable practices, policies and products. In fact, half (49 per cent) of Indonesians believe that food, drink and supplement brands should be doing more to protect the environment, according to a FMCG Gurus Sustainability Survey.

Consumers increasingly want the full spectrum of information when it comes to products, from how they are sourced to their journey through the supply chain, to ensure that they align with their personal goals. This high level of scrutiny is now a standard expectation, with 59 per cent of Indonesians saying that brands should monitor the supply chain of their suppliers, according to a FMCG Gurus Blockchain survey. As consumers are increasingly leaning towards brands that mirror their attitudes, outlooks and ideal lifestyles, brands are under mounting pressure to deliver clean, clear and substantiated label claims.

What are the key trends within clean label?

As the trend for ‘clean eating’ continues to gain traction, a growing number of consumers are seeking out products containing ingredients that are produced naturally, ethically and sustainably. This is largely due to the consumer perception that health and sustainability are intrinsically linked.

For example, FMCG Gurus Sustainability Survey found that more than a third (37 per cent) of Indonesian consumers who changed their diets to lead a more sustainable lifestyle believed that doing so would make them healthier. It is therefore unsurprising that more than a third (37 per cent) are making greater effort to find more environmentally-friendly nutritional supplement brands. So, manufacturers and brands who can successfully converge these two elements are on to a winning formula.

It is not just about the short supply chains and simplicity either. Expectations extend beyond sustainability, with consumers seeking out pure, powerful and proven products packed with vitamins and minerals, collagen and omega-3. This provides an opportunity for brands to add another dimension to clean label claims and differentiate their product offering in an increasingly competitive market.

What are the barriers for formulators?

Consumer mistrust is one of the biggest barriers to commercial success. According to the FMCG Gurus Sustainability Survey, one of the top barriers to Indonesian consumers adopting a more environmentally friendly diet was lack of transparency, cited by almost half of respondents (47 per cent). To challenge and change this pervasive perception, supplement manufacturers need to ensure they have full visibility over ingredients sourcing and be confident in their sustainability credentials. As manufacturers brace to face further scrutiny and scepticism, ensuring label claims are substantiated by reputable, recognisable and responsible bodies and associations will be critical.

It is only through clear communication of benefits and objective advocation that manufacturers can truly leverage clean label claims and leave no room for ambiguity or accusation.

How is the ingredients industry responding to demand?

When formulating supplements, manufacturers need to ensure they partner with trusted suppliers that can satisfy consumer demand for sustainably-sourced, science-backed, and substantiated ingredients.

At Hofseth BioCare, we understand the value of total traceability and how it will be vital in helping brands to stay ahead of the curve. As a business rooted in a truly circular economy, we are uniquely placed to offer full visibility over our sustainable, ‘fjord to shore’ sourcing, with complete traceability from egg to final product.

All of our nutraceutical ingredients – CalGo®, OmeGo® and ProGo® – have achieved New Dietary Ingredient (NDI) status from the US Food and Drug Association - the highest benchmark of safety that a manufacturer or distributor of supplements can achieve in the US market. Our zero-waste approach, end-to-end supply chain control, and minimal processing demonstrate our commitment to responsible salmon production, conservation, and ecological balance. All of this means we’re in a strong position to support supplement manufacturers with their objectives to meet the clean label demands of conscious consumers.

Want to discover more about Hofseth BioCare and its fresh approach to naturally-inspired nutraceuticals?

Contact the Hofseth BioCare team here: Hofseth BioCare | Research and development