As consumer rejection of artificial ingredients continues to grow, food and beverage manufacturers are on the lookout for effective and cost-efficient ways to enhance their product labels. However, transitioning to cleaner labels is often more challenging than anticipated, particularly because manufacturers aim to maintain the taste, appearance, and mouthfeel of their original products. This issue is further complicated by the fact that many consumers who advocate for clean labels often lack a clear understanding of what that means. “Most American consumers are unfamiliar with the term ‘clean label’ and what it entails. They simply want their food to be safe and wholesome,” said Kantha Shelke, principal at food science and research firm Corvus Blue LLC, in an email to Food Dive.
Despite this, Shelke noted that the clean label movement is driving producers toward ingredients, formulations, and front-of-pack claims that align with three key consumer expectations: products free from food additives and synthetics, ingredients with recognizable names that lack chemical connotations, and products that are minimally processed. Among the synthetic ingredients being reconsidered, the calcium citrate complex stands out as a potential natural alternative that can meet consumer demands.
Brooke Bright, senior data manager at Label Insight, explained to Food Dive that the choice of synthetic ingredients to replace often depends on the category, since certain ingredients carry a heavier artificial stigma in specific applications. Nevertheless, there are several ingredients that consumers across various categories are particularly concerned about, prompting manufacturers to seek natural substitutes like calcium citrate complex that fulfill consumer expectations.