Baby food top of the tree for ethical and environmental claims

Baby food top of the tree for ethical and environmental claims

Insight by Gama Compass™

MANCHESTER – 21st April 2016: Baby food stands top of the pile for both ethical and environmental claims, with baby cereals leading the way at the category level, Gama’s latest research into patterns in new food launches has found.

Based on a study of products reported on Gama Compass™ over the last two years, Gama has found that baby food categories are hotspots for messages that address questions such as the environment, sustainability, ethics and welfare; in food industry launches as a whole, these broad groupings are typically manifested in product claims ranging from ‘fairtrade’ and ‘natural’ to ‘high welfare’ and ‘sustainably sourced’.

Chief among these claims as far as baby food launches were concerned – aside from ‘organic’ – were ‘no GM’ on 12.8% of launches and ‘natural’ on 7.8% of launches. Elsewehere, Gama’s research discovered that ‘high welfare’ claims were also well above the food industry average on 3.7% of launches.

Other areas where baby food scored highly included claims broadly denoted as ‘health & safety’, with – as an example – almost 40% of launches boasting of being free of artificial colours, compared to just over 10% for food launches as a whole. All in all, more than 46% of new baby food products over the past two years featured at least one environmental claim, while more than 49% featured at least one ethical claim; the comparative figures for food launches as a whole being 21% and 31% respectively.

Source: Gama Compass™


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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or

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