Innova Market Insights, Duiven, Nether lands, identified 10 trends impacting the food & beverage market in 2012 and beyond. They include: 1. "Pure" is the new natural - Natural products are becoming the rule rather than the exception in most Western markets, despite ongo ing issues with a clear definition of what "natural" encompasses. In nova recorded a doubling in the number of products using the word "pure" between 2008 and 2009, with another third added in 2010 and considerably more in 2011. 2. Green is a given - Corporate social responsibility and sustainability strategies have taken on an increasingly important role.
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