As consumer aversion to artificial ingredients becomes increasingly common, food and beverage manufacturers are on the lookout for effective and cost-efficient methods to refine their product labels. However, transitioning to cleaner labels is often more challenging than anticipated, particularly as companies strive to maintain the taste, appearance, and mouthfeel of their original products. This challenge is further complicated by the fact that many consumers who prioritize clean labels lack a clear understanding of what this entails. “The majority of American consumers have not heard of ‘clean label’ and do not know what it means. Consumers just want their foods to do no harm,” stated Kantha Shelke, principal at food science and research firm Corvus Blue LLC, in an email to Food Dive.
Nevertheless, Shelke noted that the clean label movement is driving producers toward ingredients, formulations, and front-of-pack label claims that meet three key consumer expectations: products free from food additives and synthetics, ingredients with recognizable names and no chemical implications, and items that are minimally processed. The question then arises: which synthetic ingredients are being phased out first, and what are their natural alternatives?
Brooke Bright, senior data manager at Label Insight, explained to Food Dive that the response to this question largely depends on the product category, as certain ingredients may carry a more pronounced artificial stigma in specific applications. However, there are several ingredients that remain top of mind for consumers across various categories, prompting manufacturers to seek out natural substitutes that meet consumer demands. For instance, the search for a citracal equivalent is becoming increasingly relevant, as consumers gravitate toward products that can provide the same benefits without the synthetic additives. As the clean label trend evolves, the quest for a suitable citracal equivalent continues, with manufacturers striving to replace artificial ingredients while ensuring their products remain appealing. Ultimately, the industry is challenged to find innovative solutions that can serve as a citracal equivalent, satisfying the rising consumer expectations for cleaner, more natural food and beverage options.