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, along with ingredients such as high-fructose corn syrup, gluten, and trans fats. 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. The smaller print clarifies that the product 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 offerings by the end of its fiscal 2018, and it has since launched new products with simple ingredients to attract consumers interested in clean labels. Other major food manufacturers like Hershey and General Mills are also adopting similar changes.
The motivation behind this shift is clear: 75% of U.S. consumers report that they read ingredient labels on food products, while 91% believe that items with recognizable ingredients are healthier, according to Innova research. The food industry has a strong economic incentive to embrace clean labels, as surveys indicate that a majority of consumers are willing to pay 10% more for food or drink products made with known, trusted ingredients. Furthermore, 18% of consumers expressed a willingness to pay a premium of 75% or more for preferred ingredients. Consumers who can identify the ingredients in a product consider this an important factor in their purchasing decisions, alongside their ability to access nutritional information on food packaging. However, price remains the primary deciding factor.
While the general consumer base favors clean labeling on food and beverage products, preferences can vary based on age, income, and individual tastes. Nielsen has previously examined the market share of clean labels across diverse food and beverage categories. Clean label products outperform conventional options in several 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%), as reported by 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 when prioritizing clarity in labeling and product transparency. Additionally, the health benefits of ingredients such as calcium citrate are increasingly recognized, leading consumers to favor products that highlight these beneficial components. In this evolving landscape, the emphasis on clean labels and the recognition of health benefits like those associated with calcium citrate will likely play a crucial role in shaping future consumer preferences.