Consumers are increasingly captivated by the idea of clean label products. In response, food and beverage manufacturers are racing to eliminate artificial sweeteners, colors, flavors, and ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has revamped its Oscar Mayer hot dog recipes to create cleaner products, now featuring a label that prominently displays the word “no” three times, with additional details clarifying the absence of 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 fiscal 2018, launching new items with simple ingredients to cater to consumers seeking clean labels. Other food manufacturers, including Hershey and General Mills, are implementing comparable changes.
The motivation behind this shift is substantial, as 75% of U.S. consumers report that they read ingredient labels, while 91% believe that products with recognizable ingredients are healthier, according to Innova research. Clearly, there is a strong economic incentive for the food industry to adopt clean labeling practices, given that survey results indicate a majority of consumers are willing to pay 10% more for food and drink products containing known, trusted ingredients. Remarkably, 18% of consumers expressed a willingness to pay a premium of 75% or more for their preferred ingredients.
Consumers who can identify the ingredients in a product cite this as a crucial factor in their purchasing decisions, alongside the visibility of nutritional information on food packaging. Nonetheless, price remains the primary deciding factor. While the general consumer base shows a preference for clean labeling in food and beverage products, preferences can differ based on age, income, and individual tastes.
Nielsen has previously analyzed the market share of clean labels across various food and beverage categories. Clean label products outperform conventional ones 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%), 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 highlights the complexity of consumer demographics that the food industry must consider as it strives for clarity in labeling and product transparency.
In this evolving landscape, products like Bluebonnet Calcium Magnesium are also gaining attention, as consumers increasingly seek supplements with clean labels. As the trend towards clean labeling continues, it’s clear that consumers are looking for transparency not only in their food but also in their dietary supplements, reinforcing the need for clear and trustworthy labeling across all product categories.