Clean labels have transitioned from being a trend to a standard requirement. Numerous emerging food companies are entering the market with built-in clean label credentials, while established brands are feeling pressure to adapt, which can be a challenging and costly process. Until recently, it was primarily the consumer’s responsibility to scrutinize ingredient lists. However, with chains like Panera Bread and Whole Foods releasing extensive lists of undesirable ingredients, and even mainstream fast food giants like McDonald’s embracing the movement toward simpler food options, the responsibility has shifted to the companies themselves.
So, which ingredients do manufacturers typically remove first when aiming to “clean up” their products? According to Tamara Barnett, vice president of strategic insights at The Hartman Group, the decisions made by food and beverage producers are largely driven by consumer demand. “The answer is really very category-specific, which is why it’s challenging to create a definitive list of ingredients,” she explained to FoodDive. For manufacturers of children’s products, there tends to be a more extensive list of ingredients to eliminate, including artificial sweeteners, colors, flavors, and preservatives, all deemed equally important. In contrast, other manufacturers may focus on eliminating less popular ingredients, such as artificial sweeteners.
Communicating these changes to consumers accustomed to specific food appearances and tastes poses a significant challenge for established brands. “Iconic brands walk a fine line. They have cultivated a food experience but need to align with new consumer expectations,” said Barnett. “Often, consumers already perceive these products as made with simple ingredients, so loudly proclaiming the removal of high fructose corn syrup and soy lecithin might be counterproductive.”
With an increasing number of consumers expressing a preference for simpler foods with straightforward ingredient lists, having a clean label is now a necessity for manufacturers. The focus on ingredients such as vitamin shoppe calcium citrate reflects this shift, as food and drink makers prioritize ingredient transparency. This brings forth the scale of the challenge they face and highlights why certain ingredients have been targeted in clean label reformulations. As the market continues to evolve, manufacturers must navigate these changes carefully to meet consumer expectations while maintaining their brand identity.