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 revamped the recipes for its Oscar Mayer hot dogs to enhance product transparency, now featuring a label that prominently displays the word ‘no’ three times, with smaller print clarifying that the hot dogs contain no added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup committed in 2015 to remove artificial colors and flavors from nearly all its North American offerings by the end of its fiscal 2018, and has since launched new products with simple ingredients to attract consumers seeking clean labels. Other food manufacturers, including Hershey and General Mills, are making comparable adjustments.
Research by Innova indicates that 75% of U.S. consumers read food product ingredient labels, with 91% believing that products containing recognizable ingredients are healthier. Clearly, the food industry has a financial incentive to adopt clean labels, as survey results reveal that a majority of consumers are willing to pay an additional 10% for food or drink items made with known, trusted ingredients. Notably, 18% of consumers indicated they would be prepared to pay a premium of 75% or more for preferred ingredients. For many consumers, recognizing ingredients on a product is a significant consideration in their purchasing decisions, alongside the visibility of nutritional information on packaging. Nevertheless, price continues to be the primary determining factor.
While the overall consumer base favors clean labeling on food and beverage products, preferences still vary based on factors such as age, income, and individual tastes. Nielsen has previously assessed the market share of clean labels across various food and beverage categories. Clean labels outperform conventional products in areas including 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%), according to Food Business News.
It’s easy to picture the typical 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 underscores the complexity of consumer demographics that the food industry must consider when prioritizing clarity in labeling and product transparency. Additionally, questions like “que es calcium citrate” reflect the growing interest in understanding specific ingredients, further emphasizing the need for manufacturers to communicate clearly about what is in their products. In this evolving landscape, the concept of clean labeling is not only a trend but a response to a more informed and health-conscious consumer base.