Demand for natural colours is going global
Asian consumers are fuelling demand for clean labels and natural colourings – and will bolster a trend that has been dominated by western Europeans until now, a 5000-strong global survey has found. Asian consumers are becoming increasingly label-savvy, surpassing consumers in the US and Europe – just over half (53%) of Europeans took a critical look at the label of a food or drink product before putting it in their shopping trolley compared with 84% of Asians.
