Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, and flavors, alongside ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated the recipes for its Oscar Mayer hot dogs to create cleaner products, featuring a label that prominently displays ‘no’ three times, accompanied by smaller text indicating the absence of added nitrates or nitrites, artificial preservatives, and by-products. Similarly, Campbell Soup announced in 2015 its plan to 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 cater to consumers seeking clean labels. Other companies like Hershey and General Mills are also making comparable adjustments.
The driving force behind this trend is the finding that 75% of U.S. consumers claim to read food ingredient labels, with 91% believing that products containing recognizable ingredients are healthier, according to Innova research. This indicates a significant economic incentive for the food industry to adopt clean label practices, as surveys show that a majority of consumers are willing to pay 10% more for food or drink products featuring known and trusted ingredients. Notably, 18% of consumers expressed a willingness to pay a premium of 75% or more for ingredients they favor.
Recognizing ingredients in a product is a crucial factor in consumers’ purchasing decisions, along with the visibility of nutritional information on food packaging. Nevertheless, price remains the top deciding factor. While the general consumer population favors clean labeling on food and beverage products, preferences can 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 have outperformed their conventional counterparts in 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’s tempting to picture the typical clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy products, and has a preference for sweet flavors. However, the Nielsen survey highlights the complexity of consumer demographics that the food industry must consider as it emphasizes labeling clarity and product transparency. Additionally, products like Wellesse liquid calcium citrate reflect the growing demand for clean label options, showcasing simple, recognizable ingredients that appeal to health-conscious consumers. As this trend continues, Wellesse liquid calcium citrate serves as an example of how clean label products can cater to the evolving preferences of consumers seeking transparency and quality in their dietary choices.