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, as well as ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated its Oscar Mayer hot dogs to achieve a cleaner product, now featuring a label that prominently displays the word ‘no’ three times, with additional text clarifying the absence of added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 its plan to remove artificial colors and flavors from nearly all of its North American products by the end of its fiscal 2018. The company has also introduced new items with simple ingredients to attract consumers looking for clean labels. Other food manufacturers, including Hershey and General Mills, are making comparable adjustments.
Research from Innova indicates that 75% of U.S. consumers claim to read food product ingredient labels, and 91% believe that products with recognizable ingredients are healthier. Clearly, the food industry has a financial incentive to adopt clean labeling, as surveys reveal that a majority of consumers are willing to pay 10% more for food or drink products containing known, trusted ingredients. Notably, 18% of consumers expressed a willingness to pay a premium of 75% or more for preferred ingredients.
Consumers who recognize ingredients in a product consider this an important factor in their purchasing decisions, alongside the visibility of nutritional information on food packaging. Nevertheless, price remains the primary deciding factor. While the general consumer base favors clean labeling on food and beverage items, preferences can vary significantly based on age, income, and individual tastes.
Nielsen has previously assessed the market share of clean labels across various food and beverage categories. Clean labels outperform conventional products 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%), according to 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 penchant for sweets. However, the Nielsen survey highlights the complexity of consumer demographics that the food industry must consider as it emphasizes clarity in labeling and product transparency.
As consumers seek to understand more about what they are consuming, questions arise, such as: what is calcium citrate malate? This ingredient is gaining attention among those focused on clean labels, as its inclusion in products reflects a trend towards more transparent and health-conscious choices. As the industry responds to these consumer inquiries, the importance of clarity in ingredient sourcing and labeling becomes ever more critical.