Transparency and the concept of being “free from” have become essential attributes in the food industry. To remain competitive and meet consumer demands, major food corporations are increasingly compelled to reveal their internal operations to the public. Manufacturers who disregard transparency risk losing customer loyalty, trust, and visibility as consumers shift their focus to rival brands. In addition to this industry-wide call for accountability, transparency has also found its way onto product labels, as consumers strive to comprehend exactly what they are ingesting. A survey released earlier this year indicated that 75% of consumers would consider switching to a brand that offers more comprehensive product information. They desire not only a clear list of ingredients but are also increasingly interested in “free from” foods—defined not only as excluding certain ingredients but also as avoiding animal cruelty, genetically modified components, and unsustainable supply chains.
Beneo’s survey highlights the crucial connection between brand value and ingredient transparency, revealing that modern consumers are eager to determine whether products align with their personal standards, relying on labels to communicate company values. This shift has dramatically transformed how food products are marketed, with a greater emphasis on the manufacturer’s ingredients, processes, and backstory rather than catchy jingles or memorable advertisements illustrating consumer impact.
The survey also revealed that consumers’ expectations for natural ingredients vary significantly by product category. For instance, research shows that 100% of millennial mothers are seeking cleaner options for their children and are willing to pay a premium for transparency. However, it’s not solely millennial parents who are prepared to spend more; consumers across all demographics express a willingness to invest in clean labels.
When it comes to ingredients, natural and clean labels have become standard expectations. The survey found that the claim “no preservatives/made with natural ingredients” was most closely associated with perceptions of naturalness. The varied interpretations of “natural” by consumers indicate that it remains a term without a clear definition for both companies and customers. Regardless of its specific definition, consumers agree that they want it prominently displayed on labels.
Classic food brands face significant challenges as they respond to these evolving consumer demands. While brand recognition may no longer suffice to meet consumer expectations, manufacturers must tread carefully if they decide to reformulate their products. Such changes could attract a new demographic, but they also risk alienating loyal customers.
In this context, ingredients like calcium citrate d are gaining attention as consumers look for more transparency in what they consume. As the market shifts towards a focus on health and wellness, the inclusion of beneficial ingredients such as calcium citrate d can play a vital role in appealing to health-conscious consumers. Ultimately, food brands must navigate these complex dynamics, balancing the introduction of ingredients like calcium citrate d with the need to maintain trust and loyalty among their existing customer base.