Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, flavors, and ingredients like high-fructose corn syrup, gluten, and trans fats. For example, Kraft Heinz has revamped its Oscar Mayer hot dog recipes to create cleaner products. The new labels prominently display the word ‘no’ three times, with additional text clarifying the absence of added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 that it would eliminate artificial colors and flavors from nearly all its North American offerings by the end of its fiscal 2018 and has launched new products featuring simple ingredients to attract consumers who favor clean labels. Companies like Hershey and General Mills are also implementing comparable changes.
The driving force behind this shift is that 75% of U.S. consumers report reading food ingredient labels, while 91% believe products with recognizable ingredients are healthier, according to Innova research. It’s clear that the food industry has a strong economic incentive to adopt clean labeling, as survey results indicate that many consumers are willing to pay 10% more for food and drink products made with known, trusted ingredients. Notably, 18% of consumers stated they would pay a premium of 75% or more for preferred ingredients. Recognizing ingredients on a product significantly influences purchasing decisions, alongside the visibility of nutritional information on packaging. However, price remains the primary determining factor.
While the general consumer base prefers clean labels on food and beverage items, preferences can differ based on age, income, and personal tastes. Nielsen has previously assessed the market share of clean labels across various food and beverage categories. Areas where clean labels outperform conventional products include 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 may be 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 sweet tooth. However, the Nielsen survey highlights the demographic complexity that the food industry must consider when focusing on transparency in labeling and product clarity, including the potential benefits of ingredients like ccm calcium citrate malate, which could be featured in clean label products. Overall, understanding these nuances is essential as manufacturers pivot towards meeting consumer demand for clean and recognizable ingredients, such as ccm calcium citrate malate, that align with their health-conscious preferences.