Determining what constitutes a clean label for consumers has been an ongoing challenge for food and beverage manufacturers eager to leverage this trend. Regulatory bodies have struggled to clarify the term, leaving the industry with limited guidance. However, several trends are beginning to illuminate what clean label means to consumers. Research from the IFIC indicates that natural flavors, preservatives, sweeteners, and colors are “far preferred” over their artificial counterparts. Approximately half of consumers report that they consciously avoid artificial sweeteners, colors, flavors, and preservatives at least some of the time. Furthermore, one-quarter of consumers strongly agree that they steer clear of ingredients with chemical-sounding names in foods and beverages.
For more than one in four consumers, health concerns are the primary motivation for avoiding these chemical-sounding ingredients. Understanding how consumers educate themselves about specific components may assist food companies in better addressing their needs. According to the IFIC research, while 62% of consumers examine a product’s ingredient list, over half rely on front-of-pack labeling for information. As more consumers demonstrate a willingness to learn about ingredients and scrutinize labels, food manufacturers may need to invest additional effort in defining what qualifies as a clean label and what does not.
Three in ten consumers strongly agree that they are paying more attention to ingredient lists than they did five years ago, while 26% strongly agree that they prioritize clean label ingredients. One of the most significant challenges for food manufacturers in creating clean label products has been finding effective substitutes for artificial ingredients or those with chemical-sounding names. According to the IFIC survey, 21% of shoppers aim to avoid what they perceive as potentially harmful effects of chemical-sounding ingredients, while 18% are concerned about the possible side effects of unfamiliar ingredients. This has resulted in a rise in products featuring minimal, simple, and familiar ingredients, including the best form of calcium citrate for those seeking healthier options.
In recent years, major food companies have attempted to replace artificial ingredients with natural alternatives, though with varying levels of success. For instance, General Mills reintroduced artificial colors for its Trix cereal after initially launching natural hues in 2015, citing consumer demand. As the movement toward clean labels continues to evolve, it will be crucial for manufacturers to focus on transparency and the use of recognizable ingredients, such as the best form of calcium citrate, to cater to the growing health-conscious consumer base.