A crisis of trust in the food aisle

WHY does reading a food label feel like you need a translation tool to fully understand it?

- CHRISTIAN PHILIPPSEN

Walk through any grocery aisle today and you'll find shoppers behaving like detectives: turning over packages, scrutinizing labels, and second-guessing what's inside. In Asia, where nearly 60% of consumers say clean label products have a "fair" to "great" influence on their buying decisions', this scrutiny is only intensifying.

It's not enough for a product to be clean-it has to be honest as well. Consumers want ingredients they recognize, understand, and believe in. And increasingly, they're rewarding brands that can offer transparency from farm to factory to final product.

Clean label, clearer values

As demand for transparency grows², food manufacturers are under increasing pressure to use ingredients that meet both health and labelling expectations. This means going beyond "free from" claims and tapping into recognizable ingredients that offer functional benefits consumers understand and trust.

Prebiotic fibers like Orafti Inulin and Oligofructose are a great example. Extracted via a gentle physical extraction process from the chicory root, these ingredients naturally support digestive health and help manage blood glucose levels-nutritional benefits that are not only scientifically substantiated but can also be clearly communicated to consumers.