Increased consumer awareness

Currently European consumers have been getting better informed about the nutritional value and composition of food products in local stores.

This including spending more time reading labels before they buy.

In response to this trend, some food companies have started to place barcodes on their products for consumers to obtain more information on laboratory tests and ingredient origin.

The important part of this trend is the growing demand for food without additives and in ‘free from certain ingredients’ food, such as gluten free, sugar free, dairy free, etc.

For producers a major challenge is to maintain taste in comparison with an original product, since reducing or removing important ingredients often affects taste.

As consumers become more conscious about their product choices, they expect manufacturers and brands to be more transparent about the origins and processing methods of offered goods.

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