There’s no denying that the COVID-19 pandemic has changed both how consumers perceive products, and what they want from them. A mass re-evaluation of diet and lifestyle has resulted in an increasingly risk-averse consumer base, whose desire to reduce feelings of uncertainty and take control of their health continues to grow. Ultimately, this means that manufacturers need to provide simplicity, transparency and authenticity throughout their products and ingredients, in order for consumers to make informed decisions about their food choices.
Product contamination an increasing concern
The idea of what makes a product ‘healthy’ has never been more all-encompassing. As well as desiring products that provide both enjoyment and health benefits, consumers on a global scale have become increasingly concerned about product contamination over the last two years. In fact, uneasiness surrounding product contamination has increased from 46% to 67% globally, with this percentage as high as 72% in some areas [1].
PureSea® seaweed ingredients have recognised the importance of safety and transparency since the business began. Given that there are over 10,000 species of seaweed growing abundantly in our oceans, contaminants such as heavy metals and allergens can vary widely between species. The pristine waters that PureSea® is grown in means that the seaweed takes up essential nutrients and little else – especially in the way of contaminants. In fact, every batch is independently tested to ensure that PureSea® is allergen free and well within the safe limits for heavy metals and other potential contaminants.
Increased attention towards ingredients lists
The desire for transparency has led to an increased awareness of, and attention to, the ingredients list on food products, with 63% of consumers stating that they have become more attentive to ingredients lists over the past year [2]. Wanting to reduce intake of ‘bad’ ingredients and increase intake of ‘good’ ingredients were cited among the top reasons for this increased focus. But what exactly does this mean?
A key factor consumers are looking for from ingredients is that they are natural, with this leading 59% of shoppers to believe that the ingredient is healthy [3]. Other attributes associated with natural ingredients are safety, GMO free and a ‘pure’ taste. Demand for organic ingredients is also rising, with a main driver for this being an increased awareness around the synthetic chemicals and pesticides used in food production. Concern over the environmental impact of conventional farming is also contributing to the increasing demand for organic ingredients, as consumers want to support sustainable farming methods.
Authenticity and reassurance required
While consumers continue to seek out new and experimental flavours to excite their senses, the need for reassurance that maximum care and attention has gone into product formulation continues to grow. Consumers want to use their heightened awareness surrounding what’s in their food products to evaluate brands and make informed decisions that they can trust. This means that choosing quality ingredients that meet consumers increasing list of demands has never been more important.
PureSea® ingredients have long valued the need for transparency and trust when it comes to food ingredients, so much so, that they DNA authenticate every batch of seaweed. This unique system provides customers with confidence that the ingredient that they’re buying is exactly what it says it is, and this assurance can be passed on to consumers. In the case of PureSea®, the DNA authentication validates the specific species of seaweed and the proprietary techniques used to produce them.
Leading the way
PureSea® seaweed ingredients have offered a unique and transparent traceability system since the business began, with the Managing Director, Dr Craig Rose, highlighting how he understood the importance of this from the very early days of production. Dr Rose says “The heritage and the quality of our PureSea® seaweed ingredients is what sets them apart from others and makes them the gold-standard. It’s important that our customers trust us and our brand, and that’s why we’ve always offered full transparent traceability and DNA authentication of our ingredients.”
The range of natural and organic PureSea® seaweed ingredients are sustainably wild harvested from the pristine waters of the Scottish Outer Hebrides, which are continuously monitored and managed. After harvesting, the seaweed undergoes a careful drying and milling process using proprietary technologies, resulting in the high quality and nutrient rich PureSea® seaweed ingredients. The superior quality of PureSea® is independently verified, as not all seaweed ingredients provide the same guaranteed nutritional and safety parameters.
PureSea® – the gold standard seaweed ingredient
With calls for improved transparency within the food supply chain, it’s notable to see brands such as PureSea®, that already offer full traceability of their ingredients. What’s more, the natural iodine content of PureSea® allows for the use of six European Food Standards Agency (EFSA) Approved Health Claims surrounding:
- Thyroid health
- Energy yielding metabolism
- Cognitive function
- Growth of children
- Maintenance of skin
- Function of nervous system
Incorporating PureSea® ingredients into food products can also provide additional advantages including salt reduction through flavour enhancement, and health perception – with the addition of seaweed within a product shown to increase the purchase intention of customers [4]. PureSea® is available in a range of formats, allowing ease of use in a wide variety of applications.
Click here to view the full range, or contact the team.
[1] FMCG Gurus (2022) Top ten trends for 2022.
[2] FMCG Gurus (2022) Top ten trends for 2022.
[4] Wageningen University & Research (2018) Innovative consumers more willing to buy foodstuffs containing seaweed.