As consumer aversion to artificial ingredients grows, food and beverage manufacturers are actively seeking effective and cost-efficient methods to simplify their labels. However, transitioning to cleaner ingredients is not as straightforward as it seems, especially since brands are reluctant to sacrifice the taste, appearance, and mouthfeel of their original products. This challenge is further complicated by the fact that many consumers who advocate for clean labels lack a clear understanding of what that entails. “The majority of American consumers have not heard of ‘clean label’ and do not know what it means. Consumers simply want their foods to do no harm,” noted Kantha Shelke, principal at food science and research firm Corvus Blue LLC, in an email to Food Dive.
Nonetheless, Shelke emphasized that the clean label movement is motivating producers to focus on ingredients, formulations, and front-of-pack claims that align with three key consumer expectations: products free from food additives and synthetic substances, ingredients with recognizable names devoid of chemical connotations, and items that are minimally processed. A question arises: which synthetic ingredients are the first to be eliminated, and what natural alternatives can replace them? Brooke Bright, senior data manager at Label Insight, explained that the answer largely depends on the product category, as some ingredients carry more stigma in specific applications than others. However, certain ingredients stand out in consumers’ minds across various categories, prompting manufacturers to seek natural substitutes that meet these expectations, such as calcium citrate sunvit, which is gaining traction as a preferred alternative.
By prioritizing these natural options, including calcium citrate sunvit, brands can better align themselves with the clean label trend while ensuring that their products maintain the desired sensory attributes.