Today, many customers pick up your product and check the label. This is a critical point in making a purchase decision. According to a survey by the International Food Information Council (IFIC), 63% of consumers are likely to return a product to the shelf if they find the ingredients too technical or difficult to understand. This insight underscores the importance of clear and accessible labelling in influencing purchasing behaviour.
In recent years, there has been a growing consumer demand for food products that are perceived as natural, wholesome, and minimally processed. This shift in consumer preferences has led to the emergence of the “clean label” trend, which emphasises using simple, recognisable ingredients and a transparent labelling approach.
What is Clean Label?
Clean label refers to a food labelling philosophy that prioritises the use of ingredients that are easily recognisable and understood by consumers. It emphasises the avoidance of artificial additives, preservatives, and other synthetic components that may be perceived as unhealthy or unnatural. It has made great strides in the food business. Driven by a growing consumer awareness of food quality and health, consumers have increasingly demanded transparency in food labels. This paradigm shift has been primarily fueled by consumers’ desire to understand the ingredients and processes involved in food production.
Consumer Insights
Clean labelling emerged as a response to a series of global food scandals and negative research findings about artificial ingredients. This increased consumer concerns about food quality and fuelled a desire for natural products. While consumer demand was the catalyst, the exact meaning of “clean label” remains unclear to many. A U.S. survey from 2015 found that 45% of consumers were unsure of its definition, and understanding varied significantly between age groups.
Research on the Clean Label Trend
The demand for clean label products has been steadily growing in recent years. This trend is driven by factors such as increased consumer awareness of food ingredients, rising health concerns, and a growing preference for natural and organic products. As a result, many food manufacturers are responding to this demand by reformulating their products to meet clean label standards. Numerous studies and reports have explored the growing consumer demand for such products and the impact they have on the food industry.
Here are some key findings from various research papers:
- Consumer Preferences: Studies have consistently shown that consumers are increasingly seeking out products with clean labels. They are more likely to trust brands that prioritize natural ingredients and transparent labelling.
- Health Concerns: Many consumers are concerned about the potential health risks associated with artificial additives and preservatives. Clean-label products are seen as a safer and healthier alternative.
- Environmental Impact: There is growing interest in sustainable food practices, and clean-label products are often associated with more environmentally friendly production methods.
- Market Growth: The clean label trend has driven significant growth in the food industry, with many companies introducing new products and reformulating existing ones to meet consumer demand.
Some research include:
- Mintel: A report by Mintel found that consumers are increasingly seeking out products with shorter ingredient lists and more recognisable ingredients.
- Innova Market Insights: Innova has identified “clean label” as a key trend in the food industry, with a growing number of products being launched with clean label claims.
Key Differences between Clean Label & Regular Label
Clean label and regular label products may share some similarities, such as the inclusion of essential ingredients. However, they differ significantly in terms of ingredient complexity, the use of artificial additives, and transparency. Clean label products typically feature simpler ingredient lists, avoiding artificial colours, flavours, preservatives, and other synthetic additives. Additionally, clean label products provide more transparent labelling information, making it easier for consumers to understand the ingredients and their sources. For example, a clean label bread might contain ingredients like whole wheat flour, water, yeast, and salt, while a conventional bread might include artificial preservatives, colours, and flavours. Clean label yoghurt may be made with milk, fruit, and natural sweeteners, whereas traditional yoghurt might contain artificial flavours, thickeners, and preservatives.
This approach aligns with consumer preferences for healthier, more authentic food products. Consumers are increasingly seeking products that are free from artificial additives and preservatives, and that contain recognizable, natural ingredients. Clean label products are seen as a way to avoid potential health risks associated with synthetic additives and to support a more sustainable and ethical food system.
What Makes a Label More Consumer Friendly
Here are some tips for creating a more consumer-friendly label:
- Use Clear and Concise Language: Avoid technical jargon and use simple, everyday language that consumers can easily understand.
- Highlight Natural Ingredients: Emphasise the use of natural ingredients and their benefits.
- Avoid Artificial Additives: Clearly indicate the absence of artificial colours, flavours, preservatives, and other synthetic additives.
- Provide Nutritional Information: Include clear and easy-to-read nutritional information, such as calories, fat, carbohydrates, and protein content.
- Use Visual Cues: Use visual cues, such as images of natural ingredients, to enhance the appeal of your label.
Challenges For Manufacturers
Considering the rising consumer demand for clean label products, there are various hurdles and concerns to overcome. The cost of manufacturing clean label products can be higher due to the use of premium ingredients and complex manufacturing processes. Formulating clean label products can also present technical difficulties, as it may require finding alternatives to traditional additives and preservatives that maintain quality and shelf life. Additionally, regulatory frameworks for clean label products vary across regions, creating challenges for consistent standards.
Despite these challenges, the clean label trend remains a significant force in the food industry. As consumers become more discerning and prioritise transparency, health, and sustainability, we can expect the market for clean label products to continue growing.
Opportunities in Clean Label Food Products
Source: MarketsAndMarkets.com
The clean label movement presents a significant business opportunity for companies to create products that align with consumer demand for transparency, simplicity, and healthier options.
By leveraging cutting-edge technology and extensive research, businesses can create products that align with consumer demand for transparency and natural ingredients while maintaining high quality and functionality.
One promising area of innovation is plant-based proteins and clean label seasonings – which are preservative-free, E number free and made with natural ingredients. The growing vegan and vegetarian markets offer a substantial demand for sustainable alternatives to traditional animal-based proteins. Companies that can successfully develop plant-based meat alternatives that mimic the taste and texture of real meat, while adhering to clean label standards, can capitalise on this trend.
Natural preservatives are another crucial area of focus. Traditional preservatives, while effective, may raise consumer concerns. By exploring natural alternatives like rosemary extract, vinegar, and fermented ingredients, companies can extend product shelf life without compromising on safety or quality.
Organic emulsifiers and stabilisers provide natural solutions for maintaining product consistency and texture. Ingredients like lecithin from sunflower seeds or acacia gum offer viable alternatives to synthetic emulsifiers.
Case studies demonstrate the practical application of these innovations. A leading yoghurt manufacturer successfully replaced artificial thickeners with pectin derived from fruit peels, achieving a cleaner label without sacrificing taste or texture. Similarly, a bakery switched to natural colourants from fruits and vegetables, resulting in vibrant colours while maintaining a clean label.
By investing in research and development, companies can create high-quality products that meet consumer demands for transparency and natural ingredients. The success of these innovations demonstrates that it is possible to achieve clean label goals without compromising on product performance.
In conclusion, the clean label trend is a significant force shaping the food industry. As consumers continue to demand products that are perceived as healthier, safer, and more sustainable, the importance of clean labelling is likely to grow in the years to come.
Frequently Asked Questions
Clean Label is important because it provides consumers with more information about the ingredients in their food and helps them make informed choices.
While clean label products may be perceived as healthier due to their use of natural ingredients, it’s important to consider other factors, such as nutritional content and overall dietary habits.
Clean label is a broader concept that focuses on the use of recognizable ingredients and transparent labelling, while organic and non-GMO labels focus on specific production methods.
Clean label products can sometimes be more expensive due to the higher cost of natural ingredients and the additional processing required to maintain product quality and shelf life. However, as consumer demand increases, the price gap between clean label and conventional products may narrow.
