Por Juan Pablo Vivanco
Coordinador del Centro de Innovación Carén
Los sellos de advertencia “Alto en”, que son posibles de encontrar en una gran cantidad de alimentos envasados, han provocado un cambio en la conducta de los consumidores que en la actualidad va más allá de fijarse si un producto tiene mucha azúcar o sal.
Esta ley, que entró en vigor en el año 2016, tuvo un comienzo difícil, ya que no sólo la industria alimentaria puso reparos por los exigentes límites que se imponían, sino que también las personas desconfiaban de que este tipo de medidas pudieran cambiar sus hábitos de consumo de manera eficaz.
A cinco años desde su aplicación, la presencia de estos sellos ha provocado una serie de cambios en la industria: por una parte, los productores de alimentos, grandes y pequeños pudieron reformular algunas de sus productos para evitar un etiquetado riesgoso, ofreciendo alternativas e innovación en diversos alimentos; por otra, los consumidores comenzaron a elegir aquellos productos con menos sellos, cambiando su conducta y sus hábitos alimenticios.
El éxito del proceso llevó a que otros países replicaran la medida, como México, Perú e Israel, mientras que otra veintena estén en proceso de estudio de estos casos para implementar regulaciones similares.
Volviendo a nuestro país, el precedente que marcaron las etiquetas también provocó que un grupo de parlamentarios presentara un proyecto de ley para identificar alimentos veganos, es decir, aquéllos que en su formulación no poseen ningún ingrediente de origen animal o derivado de éstos. Este tipo de alimentación, que ha ido creciendo año a año entre la población a nivel mundial, responde a una necesidad por contar con alimentos nutritivos que estén elaborados con materias primas alternativas a las fuentes animales, que a la vez sean percibidos como saludables y sabrosos por parte de los consumidores que demandan este tipo de productos.
Por otra parte, los conceptos de “etiquetas limpias y claras” se están posicionando con fuerza y están cobrando cada vez más relevancia a nivel mundial, en donde Chile tampoco es la excepción. Si bien existen distintas interpretaciones de estas ideas, en términos generales se trata de que los alimentos contengan sólo los ingredientes estrictamente necesarios para su desarrollo y que además ellos sean claramente conocidos o identificables por parte de los consumidores. Esto implica una demanda creciente por ingredientes obtenidos de fuentes naturales para lograr el reemplazo de aditivos de origen sintético, sin pérdida de sus propiedades, tanto nutricionales como tecnológicas y organolépticas.
De esta forma, la innovación en alimentos adquiere un sentido mucho más amplio que el solo “crear alimentos llamativos y sabrosos”, ya que la tendencia muestra que la diversificación de ingredientes y materias primas va en aumento. Esto se sustenta en que cada vez hay una mayor demanda de los consumidores por alimentos formulados para cubrir cada una de sus necesidades específicas, que se perciban como más naturales, capaces de ayudar a su salud y bienestar, que además apunten a que las compañías ejerzan una responsabilidad desde el punto de vista ético, social y medioambiental.
La mayor fuerza motriz hacia las innovaciones viene de la mano del ecosistema del emprendimiento, que ha sabido detectar las necesidades del mercado y transformarlas en productos con interesantes propuestas de valor. Sin embargo, en muchas ocasiones se deben enfrentar brechas técnicas, como el suministro de ciertas materias primas de especialidad, así como aspectos regulatorios que han debido superar para avanzar. Esto también ha constituido desafíos importantes a nivel país que han incentivado a las empresas de mayor tamaño a sumarse a esta dinámica de innovación y a que existan diferentes focos especializados, tales como son los centros que CeTA tiene a lo largo de Chile.
La información contenida en las etiquetas de los alimentos responde a una tendencia que claramente llegó para quedarse, y no solo a nivel local, sino que mundial. Por eso es importante que como país continuemos impulsando la innovación en la industria, para consolidar el reconocimiento que Chile ha logrado con políticas públicas como la ley de etiquetado y publicidad de alimentos.
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