The number of food and drinks products claiming GMO-free status has risen dramatically over the last ten years in the Canadian market.

Canadians are buying more drinks products with GMO-free claims

According to Mintel's Global New Product Database, there was a 366% increase in 'GMO-free' claims on natural food/drink launches in Canada from 2007-17. Products claiming 'no additives/preservatives' grew 21%.

At the same time, Mintel said less specific claims such as 'all natural product' declined 62% in the same time period.

"Natural claims are evolving to provide greater clarity about the benefits of these products as consumers increasingly demand total transparency from food and drink companies," said Joel Gregoire, associate director of Canada Food and Drink Reports at Mintel. "Manufacturers, companies and brands are responding by providing more defined positioning, including substituting vague claims like 'all natural' in favour of more specific claims such as 'GMO-free' or 'preservative-free.' As such, focusing on free-from positioning appears to be a more direct means to communicate the inherent value of natural/organic products."

Meanwhile, consumers this year consumers bought more natural and organic food and drinks products compared to 2017.

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