As consumer aversion to artificial colors, flavors, and additives becomes increasingly common, clear and understandable ingredient lists have transitioned from being a luxury to a standard expectation among shoppers. This shift in purchasing behavior has fueled the rise of the “clean label” trend, prompting brands across various categories to simplify their formulations. However, a disconnect often exists between consumer and manufacturer interpretations of what clean labeling entails, as discussed by panelists at the recent Institute of Food Technologists conference. This confusion arises from the absence of a legal definition for the term and its overlap with other industry movements, such as transparency, traceability, and free-from products. While this ambiguity allows companies to create their own definitions, IFT attendees expressed concern that it may also enable them to mislead consumers. Laura MacCleery, policy director at the Center for Science in the Public Interest, noted, “Consumers have valid questions and confusion about food quality… [but] companies often treat clean label initiatives as marketing strategies rather than tools for enhancing public health. There’s health-washing present in products that aren’t nutritionally superior.”
The question then arises: how significant is the gap between consumer perceptions of clean label foods and the actual health benefits these products provide? Moreover, has the clean label trend led to any meaningful positive outcomes? Panelists highlighted that the term “clean” has expanded beyond just food items, influencing product packaging to reflect the values associated with clean labeling. A prime example is RXBAR, which prominently features a list of its ingredients on the front of its packaging, catering to clean label-conscious consumers. This appealing design has contributed to RXBAR’s rapid growth, inspiring similar products like Haagen-Dazs’s ice cream made with only five ingredients—an attribute that is prominently advertised on the packaging. However, manufacturers don’t always need to explicitly list their ingredients on the packaging to attract health-focused consumers. Dan Ahern, director of global innovation and design at Graphic Packaging International, pointed out that packaging design itself can communicate transparency, citing the trend of transparent windows, ample white space, and “clean” typography as indicators of consumer demand for straightforward products.
Some panelists voiced concerns that the increasing prevalence of the term “clean label” in the food industry has turned it into a vague descriptor for healthier options in the eyes of consumers. This has led brands to remove technical additives, regardless of their nutritional value, simply to be labeled as “clean” and to position themselves as healthier than their competitors. “Several trends are influencing consumer behavior, one being the emphasis on transparency,” Mehmood Khan, PepsiCo’s vice chairman and chief science officer, explained in an interview. “We must balance this with consumer understanding… If I mention ascorbic acid in a product, unless you have a scientific background, it sounds alarming, but it’s merely vitamin C. Yet regulations compel me to label it as acid.” MacCleery highlighted a significant flaw in the clean label trend: “There is no consensus in the U.S. on which additives are harmful or beneficial,” she said. “Our audit of clean label initiatives revealed that some additives being eliminated actually provide health benefits, but they are removed due to their unappealing names, without scientific justification.”
While some industry stakeholders are concerned that clean label marketing simply allows consumers to overlook more detailed nutritional information, others believe that consumer interest in clean labels indicates a willingness to learn about food realities. According to FMI’s 2017 Grocery Shopper Trends, 65% of shoppers aim to avoid ingredients like salt, sugar, and antibiotics, while 59% seek minimal processing claims such as “no artificial preservatives” and “non-GMO.” Consumers also desire clarity on what “natural” and terms like “cage-free” truly mean. Khan stated that PepsiCo’s Performance with Purpose 2025 sustainability agenda is structured around three pillars—product, planet, and people—to address these evolving consumer expectations. “Modern consumers have diverse interests,” he said. “They want to know everything about ingredients, production processes, sourcing, carbon footprints, and farm practices, as well as how we treat all individuals involved, including farm workers.”
The clean label trend can be seen as a way to encourage consumers to critically evaluate what they consume and the types of agricultural practices they wish to support. Although the nutritional implications of the trend remain debated, MacCleery noted its significant impact from a sustainability perspective, particularly in advocating for the reduction of antibiotics in meat. “Antibiotic resistance is a feature of many clean label programs, especially among restaurant brands,” she explained. “We are deeply invested in the responsible use of antibiotics in animal agriculture, as it is crucial for both human and animal health, as well as sustainability.”
Despite the potential for misleading claims within the clean label trend, MacCleery believes that the reduction of antibiotics among major protein suppliers presents an opportunity for manufacturers to harness clean labels for meaningful changes in the food industry. “There is a substantial opportunity for the food sector and public health advocates to collaborate and define what a meaningful clean label program should encompass,” she remarked. “It should include specific nutritional considerations, voluntary agreements on marketing practices, and a commitment to avoid deceptive marketing strategies.” Additionally, products like bariatric advantage soft chews can exemplify the trend by offering clear ingredient lists that align with health-conscious consumer demands, further emphasizing the importance of transparency in the food landscape.