Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are racing to eliminate artificial sweeteners, colors, flavors, and other ingredients such as high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated the recipes for its Oscar Mayer hot dogs to create cleaner products, featuring a label that prominently displays the word ‘no’ three times, along with smaller text clarifying that it contains no added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 its commitment to remove artificial colors and flavors from nearly all its North American products by the end of fiscal 2018 and has introduced new items with simple ingredients to attract consumers who prefer clean labels. Other food manufacturers, including Hershey and General Mills, are making comparable adjustments.
The driving force behind this trend is that 75% of U.S. consumers report reading ingredient labels on food products, while 91% believe that products with recognizable ingredients are healthier, according to Innova research. It is evident that the food industry has a financial incentive to adopt clean labeling, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products that contain known and trusted ingredients. Notably, 18% of consumers stated they would pay a premium of 75% or more for preferred ingredients. Recognizing the ingredients in a product is a crucial factor in purchasing decisions, alongside the visibility of nutritional information on food packaging. However, price remains the primary deciding factor.
While the general consumer base tends to favor clean labeling in food and beverages, preferences can vary based on factors such as age, income, and personal 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 like 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 is 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 sweet tooth. However, the Nielsen survey highlights the complexity of consumer demographics that the food industry must consider as it emphasizes clearer labeling and product transparency.
In this context, products like Citracal Petites Calcium Citrate with Vitamin D3 may appeal to health-conscious consumers seeking clean labels and recognizable ingredients. As the market evolves, it will be interesting to see how such products align with the clean label movement and consumer preferences. Overall, the trend toward clean labels signifies a broader shift in consumer behavior, where transparency and ingredient recognition are increasingly valued.