Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are racing to eliminate artificial sweeteners, colors, and flavors, as well as ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated its Oscar Mayer hot dogs to enhance product transparency, now featuring a label that prominently displays the word ‘no’ three times, with additional text clarifying the absence of added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 its plans to remove artificial colors and flavors from nearly all its North American offerings by the end of its fiscal 2018 and has introduced new products with simple ingredients to attract consumers interested in clean labels. Other companies, including Hershey and General Mills, are implementing comparable changes.
Research by Innova indicates that 75% of U.S. consumers read food ingredient labels, with 91% believing that products containing recognizable ingredients are healthier. This demonstrates a significant economic incentive for the food industry to embrace clean labeling, especially since survey results reveal that most consumers are willing to pay an additional 10% for food or beverage items that contain known, trusted ingredients. Additionally, 18% of consumers expressed a willingness to pay a premium of 75% or more for preferred ingredients. The ability to recognize ingredients on a product significantly influences purchasing decisions, alongside the visibility of nutritional information on packaging. Nonetheless, price remains the paramount factor in consumer choices.
While the general population shows a preference for clean labeling in food and beverage products, preferences can still vary based on age, income, and individual tastes. Nielsen’s previous analyses of market shares for clean labels across different food and beverage segments indicate that certain categories outperform conventional products. For example, in beans, clean labels represent 51% compared to 49% for conventional; in baking staples, 57% versus 43%; in cooking wine and vinegar, 81% versus 19%; in sugar and sweeteners, 83% versus 17%; and in milk and dairy alternatives, 90% versus 10%, according to Food Business News.
One might envision the typical clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy products, and has a sweet tooth. However, as the Nielsen survey illustrates, the demographics of consumers are more complex than this stereotype suggests. The food industry must take these nuances into account as it prioritizes clarity in labeling and product transparency. Additionally, products like calcium citrate gummies 600mg have also gained traction among consumers seeking simple, recognizable ingredients, further emphasizing the demand for clean label options in various product categories.