Innova Market Insights have recently published their top ten trends for 2015. From our own qualitative insights, and Innova’s worldwide, quantified results, there’s a lot in the report that makes great sense. Quoting the first trend in their report: From clean to clear label: clean label claims are tracked on nearly a quarter of all food and beverage launches, with manufacturers increasingly highlighting the naturalness and origin of their products. With growing concerns over the lack of a definition of ‘natural’, however, there is a need for more clarity and specific details. Consumers, retailers, industry and regulators are all driving more transparency in labelling.