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, along with 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 clean label standards. The new packaging prominently features the word ‘no’ three times, accompanied by smaller text clarifying the absence of added nitrates or nitrites, artificial preservatives, and by-products.
Campbell Soup, which announced in 2015 its plan to remove artificial colors and flavors from nearly all North American products by the end of fiscal 2018, has launched new items with simple ingredients to meet the demands of consumers seeking clean labels. Similar initiatives are being undertaken by Hershey, General Mills, and numerous other food manufacturers. The driving force behind this shift is that 75% of U.S. consumers claim to read food product ingredient labels, and 91% believe that products with recognizable ingredients are healthier, according to Innova research.
Clearly, the food industry has economic incentives to adopt clean labels, as survey results indicate that the majority of consumers are willing to pay an additional 10% 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 favored ingredients. Consumers who recognize the ingredients in a product cite this as a crucial factor in their purchasing decisions, alongside the visibility of nutritional information on packaging. Price, however, remains the top deciding factor.
While the general consumer base shows a preference for clean labeling on food and beverage products, variations exist based on age, income, and personal tastes. Nielsen has previously analyzed the market share of clean labels across various food and beverage categories. Clean labels outperform conventional products 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 ideal clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy products, and has a sweet tooth. Yet, the Nielsen survey reveals the complexity of consumer demographics that the food industry must consider as it prioritizes clarity in labeling and product transparency.
In this context, products like Thorne Cal Mag, which emphasize clean ingredients and transparency, are increasingly appealing to consumers who prioritize health and wellness. The clean label movement resonates with those looking for trustworthy options, including supplements like Thorne Cal Mag that align with their values. As the demand for clean label products continues to grow, it is evident that both food manufacturers and supplement brands must adapt to meet the evolving preferences of consumers seeking clarity and quality in their food and health choices.