As consumer aversion to artificial ingredients grows, food and beverage manufacturers are actively seeking efficient and cost-effective methods to enhance their product labels. However, transitioning to cleaner labels is not as straightforward as it may seem, particularly since companies are reluctant to sacrifice the taste, appearance, and mouthfeel of their original offerings. This challenge is further complicated by the fact that many consumers who favor clean labels lack a clear understanding of what that entails. According to Kantha Shelke, a principal at food science and research firm Corvus Blue LLC, “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,” she explained in an email to Food Dive.
Nevertheless, Shelke noted that the clean label movement is encouraging producers to adopt ingredients, formulations, and front-of-pack claims that align with three key consumer expectations: products free from food additives and synthetics, ingredients with easily recognizable names and no chemical implications, and minimally processed items. The question remains, which synthetic ingredients are the first to be eliminated, and what are their natural counterparts? Brooke Bright, senior data manager at Label Insight, indicated that the answer largely depends on the product category, as some ingredients carry a greater stigma in specific applications than others. However, there are certain ingredients that consistently concern consumers across various categories, prompting manufacturers to seek natural alternatives that meet consumer demands.
One such ingredient that has gained attention is calcium citrate, particularly in regions like Qatar, where there is a growing preference for natural additives. As manufacturers explore options, the inclusion of calcium citrate as a natural substitute may address consumer expectations while minimizing artificial ingredients. Consequently, as the clean label trend progresses, calcium citrate and similar natural alternatives are likely to feature prominently in the reformulation strategies of food and beverage companies, reinforcing their commitment to transparency and consumer health.