Consumers are increasingly captivated by the notion of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, and flavors, as well as ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated its Oscar Mayer hot dogs to enhance product transparency. The new label prominently features the word ‘no’ three times, with additional text clarifying that it contains no added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 that it would remove artificial colors and flavors from nearly all its North American products by the end of fiscal 2018, introducing new items with simple ingredients to attract consumers who prefer clean labels. Other manufacturers, including Hershey and General Mills, are implementing comparable changes.
The motivation behind this trend is clear: 75% of U.S. consumers report reading ingredient labels, and a staggering 91% believe that products with recognizable ingredients are healthier, according to Innova research. The food industry has a strong economic incentive to pursue clean labeling, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products that contain known, trusted ingredients. Notably, 18% of consumers are prepared to pay a premium of 75% or more for favored ingredients. Recognizable ingredients significantly influence purchasing decisions, alongside the visibility of nutritional information on packaging. However, price remains the primary deciding factor.
While the general consumer base favors clean labeling for food and beverage products, preferences vary based on age, income, and personal tastes. Nielsen has analyzed the market share of clean labels across various food and beverage categories. Clean label products outperform conventional options in several areas, such as beans (51% vs. 49%), baking staples (57% vs. 43%), cooking wine and vinegar (81% vs. 19%), sugar and sweeteners (83% vs. 17%), and milk and dairy alternatives (90% vs. 10%), as reported by Food Business News.
It is tempting to picture the ideal clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy products, and has a penchant for sweets. However, the Nielsen survey highlights the complexities of consumer demographics that the food industry must consider as it prioritizes transparency in labeling and product information. Additionally, products like Douglas Laboratories Calcium Citrate are becoming increasingly popular among consumers who are focused on clean labels and recognizable ingredients. The importance of such products is underscored by their growing demand as consumers seek out health-conscious options. As the market evolves, the presence of Douglas Laboratories Calcium Citrate reflects the broader shift towards transparency and integrity in food labeling.