‘Clean label’ demand signals structural shift in global food markets

Euromonitor forecasts organic foods up 79% and natural products up 103% by 2029.

Thailand’s Office of Trade Policy and Strategy (OTPS) says global food consumption patterns are shifting, with more consumers trying to cut back on ultra-processed foods.

Data from the 2025 Euromonitor Voice of the Consumer global consumer survey shows 27% of respondents worldwide are limiting processed food intake.

Amongst those focused on healthier diets, the share rises to 49%, suggesting the trend is moving beyond niche groups.

The level of awareness differs by region. Latin America shows higher avoidance of processed foods, partly linked to government policies that classify and regulate such products.

In Asia-Pacific, fewer consumers report avoiding processed foods, but the region’s large population means even modest changes could affect global demand.

Another Euromonitor analysis estimates that highly processed foods account for 21% of daily energy intake globally, with much higher shares in wealthier regions.

North America leads at 54%, followed by Australia at 42% and Western Europe at 35%.

As scrutiny of processed foods grows, demand is increasing for organic and natural products.

A report from Euromonitor International Health and Wellness predicts that by 2029, the value of the organic mainstream food market could rise by 79%, whilst natural products could grow by 103%.

This indicates a global change in food consumption patterns, with consumers increasingly prioritising "clean labels" as a sign of reliability and quality in food products.

“This trend presents both opportunities and challenges for Thai food products, especially staple foods where Thailand has potential, such as rice and basic processed fruits and vegetables,” said Nantapong Chiraleartpong, director of the OTPS.

“Therefore, Thai entrepreneurs should adapt quickly, reduce reliance solely on price competition, and focus on quality, transparency of ingredients, and communicating a natural food image,” he added.