Category: General Blogs
Anyone who’s been in a supermarket or an industry trade show in the past handful will not have been able to escape freedom. Never has the word “free” been so oppressive. Spend barely 20 seconds speaking with product marketer and you’re likely to hear the word “free” at least three times. “This beverage is gluten-free and GMO-free and its bottle is BPA-free.”
Market research company Mintel recently studied the phenomenon. Eighty-four percent of Americans buy what Mintel terms “free-from” foods because they are seeking out more natural or less-processed foods. And there’s no disputing that natural and less-processed foods tend to be better for you.
But when as many 43 percent of consumers agree that free-from foods are healthier than those without a free-from claim, you have to question how many of them are actually fully informed about what “X-free” or “Y-free” even means.
Take the gluten-free craze, for instance. Gluten is a true scourge for anyone who suffers Celiac disease. The Mayo Clinic estimates that 2 million Americans suffer from Celiac disease (I know at least three people in my own social/familial circle who have it and it’s brutal). However, there are more than 2 million consumers on a gluten-free diet who do not suffer from the disease. They read in some magazine or heard from celebrity health advocates like Dr. Oz that gluten-free is the way to go, regardless of whether you’ve exhibited any symptoms of a gluten intolerance. (The cider boom has been partially credited to the rise in gluten-free diets).
It makes me think of a scene in the 2013 film, “This is the End,” when Seth Rogen (playing himself) tells Jay Baruchel (also playing himself) that he’s on a gluten-free diet, but can’t really explain what gluten actually is. “Calories, that’s a gluten; fat, that’s a gluten,” Rogen says.
And then, take GMO-free foods, which are all the rage these days. In fact, Mintel found that GMO-free claims are important to 58 percent of those “free-from” consumers. (Those attitudes are more pronounced among millennials)
Many consumers feel you need to avoid genetically modified organisms like the plague, but truth is, most scientists think they’re fine. Earlier this year the Pew Research Center released the results of a study where it surveyed members of the world’s largest multidisciplinary scientific professional society, the American Association for the Advancement of Science (AAAS). Eighty-eight percent of scientists in the study said genetically modified products are safe to eat and drink. Neil DeGrasse Tyson, on of the most respected scientists in the world also says they’re fine. A video of Tyson criticizing the non-GMO hysteria went viral last year. He points out humans have been genetically modifying what we consume since the dawn of agriculture. “So now that we can do it in a lab,” Tyson said, “all of sudden you’re going to complain?”
I’m a staunch advocate of transparency on product labels. But I’m equally passionate in my belief that beverage marketers play an important role in educating the public. Slapping a buzzword on a label or inserting it a salesperson’s talking points without supplying the necessary facts to support it is a hollow gesture.
And, ultimately, a product and a company risk getting slapped with another “free” label: integrity-free.