With obesity at the forefront of many consumers’ minds, they are looking for healthier snacking options. In response, snack and beverage brands are implementing new strategies, including reducing portion sizes, ‘premiumising’ their products and using clearer labelling.

Food labels can be hard to understand. ‘Clean' food products with fewer ingredients and easier-to-read labels seem healthier and more home-grown to consumers. They're also far more likely to end up in a shopper's basket than their E-numbered, lengthily-labelled competitors.

As people grow increasingly wary of food retailers' claims of provenance on labelling, they're calling on the government to it clearer so they're not mislead. This way shoppers can make better informed decisions around what they buy, especially if they want it to align with their values.

After slumping during the recession, sales of organic food, fashion and beauty are on the up again, tapping into a consumer desire for authenticity and transparency. But what does the term ‘organic’ actually mean to consumers? And where do the opportunities lie for businesses?