Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, and flavors, along with ingredients like high-fructose corn syrup, gluten, and trans fats. Kraft Heinz has reformulated the recipes for its Oscar Mayer hot dogs to enhance product transparency. The new label prominently features the word ‘no’ three times, with additional text clarifying the absence of added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup declared in 2015 that it would remove artificial colors and flavors from nearly all its North American products by the end of its fiscal year 2018 and has since introduced new items with simple ingredients to attract consumers who favor clean labels. Other food manufacturers, including Hershey and General Mills, are implementing comparable changes.
The driving force behind this trend is that 75% of U.S. consumers report reading the ingredient labels of food products, while 91% believe that products with recognizable ingredients are healthier, according to Innova research. It is evident that the food industry has a financial incentive to pursue clean label initiatives, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products containing familiar, trusted ingredients. Notably, 18% of consumers expressed a willingness to pay a premium of 75% or more for preferred ingredients. For consumers, recognizing the ingredients on a product plays a crucial role in their purchasing decisions, along with having access to nutritional information on food packaging. Nonetheless, price remains the primary determining factor.
While the overall consumer base shows a preference for clean labeling in food and beverage products, preferences can still vary based on factors such as age, income, and individual tastes. Nielsen has previously assessed the relative market share of clean labels across various food and beverage categories. Areas where clean labels outperform conventional products include beans (51% vs. 49%), baking staples (57% vs. 43%), cooking wine and vinegar (81% vs. 19%), sugar and sweeteners (83% vs. 17%), and milk and dairy alternatives (90% vs. 10%), as reported by Food Business News.
One might envision the typical clean label enthusiast as a younger consumer who occasionally cooks and/or bakes at home, enjoys dairy products, and has a sweet tooth. However, Nielsen’s survey reveals the intricate demographics that the food industry must consider as it prioritizes clarity in labeling and product transparency. Among those seeking clean labels, products like Citracal Calcium Citrate Petites are gaining attention for their simplicity and recognized ingredients, further underscoring the demand for transparency in the marketplace. As the trend continues, Citracal Calcium Citrate Petites and similar products are likely to resonate with consumers who value both health and clarity in their food choices.