Clean label has transitioned from a trend into a standard requirement. Numerous new food companies are entering the market with clean label principles inherently integrated into their products. As traditional brands face mounting pressure to adapt, this transformation can prove to be a daunting and costly task. Just a few years ago, consumers bore the responsibility of scrutinizing ingredient lists. However, as chains like Panera Bread and Whole Foods introduced extensive lists of prohibited ingredients, and even mainstream fast-food chains such as McDonald’s began shifting towards simpler food options, the responsibility for removing artificial colors, flavors, preservatives, and high fructose corn syrup—while adopting cage-free eggs and antibiotic-free chicken—has increasingly fallen on the manufacturers themselves.
When it comes to cleaning up their products, which ingredients are typically the first to be eliminated? According to Tamara Barnett, vice president of strategic insights at The Hartman Group, the consumer-driven nature of this movement means that the ingredients food and beverage manufacturers decide to eliminate are often reflective of consumer demands. “The answer is really very category specific, which makes it difficult to compile a definitive list of ingredients,” she explained to FoodDive. For manufacturers of children’s products, there tends to be a lengthy list of ingredients slated for removal, including artificial sweeteners, colors, flavors, and preservatives, with all being considered equally important. In contrast, other manufacturers might prioritize eliminating less popular ingredients like artificial sweeteners.
Effectively communicating these changes to consumers accustomed to specific food appearances and tastes also poses a significant challenge for established brands. “Iconic brands walk a fine line. They have cultivated a particular food experience but must cater to new consumer expectations,” Barnett noted. “Often, consumers already perceive these products as being made with simple ingredients, so loudly announcing the removal of high fructose corn syrup and soy lecithin may actually be counterproductive.”
With an increasing number of consumers expressing a preference for simpler foods with clear ingredient lists, having a clean label is no longer considered an optional enhancement for manufacturers. Among the top priority ingredients targeted in clean label reformulations are substances like calcium citrate and histamine, which have gained attention due to their potential health impacts. The challenge of reformulating products while addressing consumer preferences is significant, as brands work to eliminate undesirable ingredients while ensuring that their offerings remain appealing. In summary, the push towards clean labels is reshaping the food industry, making it essential for manufacturers to adapt to these evolving consumer demands.