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Consumers are becoming more conscious about their eating and drinking habits as they look to maximize wellbeing, meaning they want to avoid ingredients that are deemed to be detrimental to their health. At the same time, consumers are also becoming more concerned about the state of the environment, especially as they believe it is something that has a direct impact on their health. As such, there will be a growing demand for products that are deemed to be green and clean over the next few years.