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, 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, now featuring a label that prominently displays the word ‘no’ three times, with additional information 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 offerings with straightforward ingredients to cater to consumers seeking clean labels. Other companies like Hershey and General Mills are also making comparable adjustments.
Research from Innova shows that 75% of U.S. consumers claim to read ingredient labels, and 91% believe that products with recognizable ingredients are healthier. Clearly, there is a strong economic incentive for the food industry to embrace clean labels, 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. Moreover, 18% of consumers expressed a willingness to pay a premium of 75% or more for favored ingredients. The recognition of ingredients plays a crucial role in purchasing decisions, alongside the visibility of nutritional information on food packaging, although price remains the top deciding factor.
While the general consumer base prefers clean labeling, preferences can vary based on age, income, and individual tastes. Nielsen has previously evaluated the market share of clean labels across various food and beverage categories. Clean label products outperform conventional items 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 is 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 complexity of consumer demographics revealed by the Nielsen survey suggests that the food industry must consider various factors when focusing on clarity in labeling and product transparency, including the growing interest in supplements like Citracal with vitamin D and magnesium, which are gaining traction among health-conscious consumers. As the demand for clean label products continues to rise, the integration of health-focused ingredients, such as Citracal with vitamin D and magnesium, could also become a significant selling point.