The cutting-edge food and beverage data provider’s director Lu Ann Williams believes "clean eating"​ is a growing trend among international consumers, who are now paying more attention to the origin of their produce.

In the report, published on 17 November, Williams states: "New global products tracked with an ‘organic’ tag have risen from 6.3% in the first half of 2013 to 9.5% in the first half of 2015.​"

Innova Market Insights’ report covers consumer habits from around the world, although with an emphasis on the European Union (EU). Its claim that consumers care more about eco-friendly produce corresponds to a separate report published by Mintel​ in October.

Rise of the flexitarian ​

Both reports highlight how meat-eaters have evolved into flexitarians by altering their diet to include more vegetarian options, or by finding more sustainable protein sources.

"You can definitely see a rise in the flexitarian diet​," said Innova Market Insights chief editor Robin Wyers.

"This trend is certainly more developed in the EU, particularly in Germany, but other geographical areas show signs of following a similar pattern,​" he added.



The shift towards eco-friendly produce derives from consumers who care more about the environment and animal welfare. Wyers also believes the World Health Organisation’s recent report linking red meat to cancer​ will only increase the number of flexitarians.