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, along with ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has revamped the recipes for its Oscar Mayer hot dogs to enhance product transparency. The new label prominently features the word ‘no’ three times, with additional text detailing the absence of 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 of its North American products by the end of its fiscal 2018, and has since introduced new items with simple ingredients to cater to consumers seeking clean labels. Other food manufacturers, including Hershey and General Mills, are making parallel adjustments.
The driving force behind this trend is that 75% of U.S. consumers report reading food product ingredient labels, while 91% believe that products with recognizable ingredients are healthier, according to Innova research. Clearly, the food industry has a financial incentive to embrace clean labels, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products featuring known, trusted ingredients. Remarkably, 18% of consumers expressed a willingness to pay a premium of 75% or more for preferred ingredients. Consumers prioritize recognizing ingredients on a product as a crucial factor in their purchasing decisions, alongside the visibility of nutritional information on food packages. However, price remains the primary determining factor.
While the general consumer base favors clean labeling on food and beverage products, preferences still vary based on age, income, and personal tastes. Nielsen has previously examined the relative market share of clean labels across various food and beverage categories. Clean labels outperform conventional products in categories 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 imagine the typical clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy products, and has a sweet tooth. However, as the Nielsen survey suggests, the consumer demographic landscape is complex, necessitating that the food industry considers these variations as it emphasizes clarity in labeling and product transparency. Additionally, the inclusion of ingredients like calcium citrate mg is becoming increasingly important, as consumers look for familiar and trusted components in their food choices. The continued focus on clean labels and the incorporation of recognizable ingredients like calcium citrate mg will likely play a pivotal role in shaping future consumer preferences and industry standards.