Mintel’s “Free-from Food Trends U.S. 2015” report reveals that consumers perceive foods with free-from claims to be both healthier and less processed. Consumers appear to be equating “genetic modification,” “artificial” and “unhealthy” as one and the same.
The interest in “real” food appears to be more motivating than the incorporation of healthy ingredients, particularly among Millennials and households with children, according to the report.