Trends in sustainability claims and labels for newly introduced food products across selected European countries

The European Union (EU) farm‐to‐fork strategy aims to empower consumers to make sustainable food choices, among others, through harmonizing voluntary green claims and labels and potentially introducing a common sustainable claims and labels framework for food products. The literature on the current use of sustainability claims and labels (SCLs) in the EU market is scarce. This paper analyzes the trend developments of SCLs in product launches by food companies across different product groups and countries. The analyses are based on Mintel Global New Product Database on newly introduced products with SCLs, covering 24 food product categories and 19 European countries over the 2005–2021 period. The results show that, on aggregate, across all covered countries and products, the share of product launches with SCLs increased by 2.83% annually from 2005 to 2021. This trend varies greatly among countries, product categories and SCL types. Further, the results show that products covering environmental only SCLs make the highest contribution to the overall sustainability trend (68.2%), followed by products with a combination of both environmental and social SCLs (27.5%), whereas only social SCLs have a minor representation (4.2%). [EconLit Citations: Q18, Q01].