January is a peak period for health-focused behaviors as consumers reset exercise routines and rethink food and drink choices, often prioritising healthier options while reducing consumption of products they view as indulgent or “unhealthy.” Amid “new year, new me” resolutions, one trend that is gaining momentum is clean label, according to GlobalData.
Eve Forshaw, Consumer Analyst at GlobalData, comments: “Clean-label foods emphasise simplicity and transparency – they use familiar, recognisable ingredients, provide clear, easy-to-read labels, and rely on minimal processing.”
Health and wellness priorities shape consumption
Consumer interest in clean-label products reflects a broader shift toward more mindful eating. With so many options available, many shoppers are choosing (or aiming to choose) moderation and selective avoidance to support their wellbeing, while still leaving room for indulgence.
GlobalData’s 2025 Q3* global consumer survey highlights how strongly health concerns shape purchasing decisions, with two-thirds (66 %) of consumers confirming that “how the product impacts my health and wellbeing” always or often influences what they buy, and three-quarters (77 %) of shoppers affirming that simple ingredients are an essential or nice-to-have product feature. These sentiments point to a clear demand for products that feel healthier and more straightforward, positioning clean-label formulations as an ideal way to meet expectations.
Consumers pay attention to ingredients
Clean label also appeals to shoppers who find it difficult to assess which product formulations are actually healthy. GlobalData’s 2025 Q1 survey found that 69 % of global consumers pay high or very high attention to the ingredients in the food and drinks they consume, yet nearly half (48 %) agree or strongly agree that knowing which foods and drinks are healthy for them is confusing. In an environment of information overload, often with conflicting nutritional messages, clean-label products with short, familiar ingredient lists can feel like a practical shopping solution.
Marks & Spencer leverages the trend
UK retailer Marks & Spencer has tapped into this trend, kickstarting 2026 by expanding its “Only Ingredients” range. The products only use recognisable ingredients, helping shoppers to understand what they are buying. For example, its “Only Three Ingredients” British Beef Burgers are made of beef, sea salt, and cracked black pepper, while its “Only One Ingredient” Cornflakes use only corn. The products’ on-pack ingredient lists reinforce simplicity, healthier choices, and the absence of additives or artificial ingredients.
Pricing issues act as a barrier to wider adoption
Clean-label formulations often come with pricing challenges due to the use of more natural or organic ingredients, and removal of artificial additives. However, GlobalData’s 2025 Q3 global survey reveals that 83 % of consumers consider “low price” an essential or nice-to-have product feature, and in response to rising prices, some consumers are no longer buying certain products because they are too expensive, while others are switching to cheaper alternatives. Clean-label products cannot rely on health credentials alone; they must also offer consumers good value.
Forshaw concludes: “Clean label aligns with key consumer priorities: healthier lifestyles, ingredient simplicity, and ingredient transparency. Survey data shows strong demand for easy-to-understand formulations, and retailers such as Marks & Spencer are already leveraging this into clear product propositions. Yet premium pricing risks limiting adoption when many shoppers are managing the cost of living by trading down or cutting back. Brands that can balance clean-label credibility with accessible price points are best-positioned to convert this trend into sustained growth and make clean label a regular shopping option for their consumers.”
*GlobalData 2025 Q1/Q3 global consumer survey, 21,000 respondents across 42 countries.
A new study by Fact.MR reveals that the global fruit puree market is projected to reach US$ 24.11 billion by 2024, with demand expected to grow at a CAGR of 6.7 %through 2034. The global fruit puree market is expanding rapidly as more consumers opt for packaged and convenient food products.
Fruit purees are increasingly used in various food processing sectors, including bakery products, beverages, smoothies, confectionery items, baby foods, dairy, and frozen products, driving up demand.
The growth of the food and beverages industry, supported by favorable trade policies and a rising global population, has positioned fruit purees as a popular, healthier alternative to sweeteners and artificial ingredients in food processing. The increasing number of working-class parents is boosting the demand for processed baby food, making fruit purees a highly sought-after component in infant and toddler diets due to their significant nutritional value.
The rapid expansion of the food and beverage industry, spurred by favorable trade regulations and a growing global population, highlights fruit purees as a healthy alternative to sweets and artificial ingredients. In developed countries like the United States and Germany, the preference for packaged juice as a daily breakfast item is significantly boosting demand for fruit purees across all age groups.
The rising consumption of canned and packaged foods, along with the extensive reach of retail networks, is expected to positively influence the market’s growth by improving product availability and distribution. Consumers are primarily drawn to these products for their health benefits. Probiotic beverages infused with fruit purees, such as Actimel, are gaining popularity for their immune-boosting properties. Additionally, fruit purees are increasingly recognized as sugar alternatives worldwide.
Key Takeaways from Market Study
- The global fruit puree market is forecasted to expand at a CAGR of 6.7% through 2034.
- Global sales of fruit purees are estimated at US$ 24.11 billion in 2024. The market is projected to reach US$ 46.33 billion by 2034-end.
- The North American market is projected to expand at a CAGR of 6.1% through 2034.
- The bakery segment is estimated to account for 25% market share in 2024. East Asia is forecasted to account for 25.2% of the global market share by 2034.
“Global fruit puree consumption is growing rapidly as more consumers prefer convenient food products that include natural ingredients. Fruit purees are being increasingly used in the bakery, beverages, confectionery, baby food, and dairy industries,” says a Fact.MR analyst.
Regional Analysis
The United States is a crucial market for fruit puree producers due to its extensive and varied consumer base, strong food and beverage sector, and shifting consumer tastes. The diverse American population, which enjoys a wide range of cuisines and dietary trends, drives high demand for fruit purees across multiple applications such as beverages, desserts, snacks, and baby foods.
Producers can capitalize on the American preference for convenient and nutritious food options by positioning fruit purees as essential ingredients. Additionally, the growing emphasis on natural and clean-label products aligns well with the inherent qualities of fruit purees, making them appealing to consumers focused on wellness and healthy eating habits.
Market Developments
Key fruit puree producers are Kanegrade, Kiril Mischeff, Tree Top, Mine Fruit Products, Döhler, Uren Food Group Limited, Dennick Fruitsource and Milne Food Products. Key companies in the industry are joining forces by merging and acquiring other companies. They are also launching new products to make their position stronger and grab a larger share of the market.
Recent Developments
- In 2019, Döhler took control of the majority stake in Zumos Catalano Aragoneses S.A., a producer based in Spain specializing in juices, purees, and concentrates.
- In 2020, Tree Top Fruit Ingredients introduced its Tree Top Fruit+Water pouches, a line of hydrating pouches crafted with over 45% juice specifically tailored for children. These single-serve pouches offer low-sugar beverage options, fortified with vitamin C. The product comes in four enticing flavors: grape, fruit punch, tropical, and berry.
Growth of the functional beverage market is driven by its adaptability to diverse consumer preferences and dietary needs, catering to various proiles, including plant-based, low-sugar, caffeine-free, and customised nutritional demands
The functional beverage market size is projected to surpass USD 164,058 million in 2023 and is likely to attain a valuation of USD 277,744 million by 2033. The functional beverage market share is expected to rise at a CAGR of 5.4 % from 2023 to 2033.
Functional drinks have firmly established themselves in the sports and fitness market, providing great performance enhancers, post-workout recovery aids, and pre-activity nourishment. These items have become essential components of fitness programs, effortlessly harmonising with the desire for optimum physical performance and adequate nutritional consumption.
The functional beverage industry is benefiting from increased public awareness of health issues. These beverages address a wide range of conditions, including stress management, anxiety, inflammation, and digestive health. As consumers seek solutions to these problems, the market seizes the chance to solve real-world health issues with focused, practical solutions.
Effective marketing and branding initiatives significantly impact the growth of the functional beverage sector. Engaging narrative, eye-catching packaging, and targeted endorsements all captivate customers’ attention and allegiance. Branding is critical for establishing long-term consumer relationships and differentiating items in this crowded industry.
The advent of e-commerce platforms and direct-to-consumer sales channels is substantially propelling the functional beverage market’s expansion. These channels enable manufacturers to reach a larger audience while incurring fewer distribution expenses and providing consumers with quick access to a bigger range of product selections.
Personalisation is emerging as an increasingly important motivator. Customisation possibilities are available from functional beverage providers, allowing customers to customise their beverages to specific health requirements or flavour preferences. This increases brand loyalty and customer engagement.
CBD (cannabidiol) and hemp-based compounds have been gaining popularity in the functional beverage industry. These substances are linked to possible health benefits and relaxing effects, attracting a niche audience interested in holistic well-being.
“The functional beverage market is undergoing a substantial shift, which is being driven by innovation, scalability, strategic alliances, and a greater emphasis on sustainability. This shifting landscape confronts organisations with both problems and possibilities, forcing them to adapt to changing customer demands and regulatory needs while promoting development and resilience in a highly competitive market”, – Nandini Roy Choudhury, Client Partner at Future Market Insights (fmi)
