Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are racing to eliminate artificial sweeteners, colors, and flavors, as well as ingredients like high-fructose corn syrup, gluten, and trans fats. Kraft Heinz has revamped the recipes for its Oscar Mayer hot dogs to align with this clean label trend. The new packaging prominently displays the word “no” three times, with smaller text clarifying that the product contains no added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 that it would eliminate artificial colors and flavors from nearly all its North American offerings by the end of fiscal 2018 and has since launched new products featuring simple ingredients to attract consumers looking for clean labels. Other food manufacturers, including Hershey and General Mills, are making comparable modifications.
The motivation behind these changes is clear: 75% of U.S. consumers report that they read food ingredient labels, 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 pursue clean labeling, as survey results indicate that a majority of consumers are willing to pay 10% more for food or beverage items containing known, trusted ingredients. Additionally, 18% of consumers expressed they would pay a premium of 75% or more for preferred ingredients. Recognizable ingredients significantly influence purchasing decisions, alongside the visibility of nutritional information on packaging. Nonetheless, price remains the primary factor in consumers’ choices.
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 various food and beverage categories. Clean labels outperform conventional products in categories 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%), as reported by Food Business News.
It may be tempting 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 underscores the complexity of consumer demographics that the food industry must consider as it prioritizes clarity in labeling and product transparency. This complexity is further illustrated by the growing interest in specific clean ingredients, such as calcium citrate 800, which is gaining popularity among health-conscious consumers. As the clean label movement continues to evolve, understanding these nuances will be crucial for manufacturers aiming to meet consumer demands.