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 reformulated its Oscar Mayer hot dogs to create cleaner products, now featuring a label that prominently displays the word ‘no’ three times, with additional details clarifying the absence of added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 that it would remove artificial colors and flavors from nearly all its North American products by the end of its fiscal 2018 and has since launched new items with simple ingredients to attract consumers in search of clean labels. Other companies, including Hershey and General Mills, are making comparable adjustments.
The driving force behind this trend is that 75% of U.S. consumers report reading food ingredient labels, while 91% believe that products containing recognizable ingredients are healthier, according to Innova research. Clearly, the food industry has a financial incentive to pursue clean labeling, as survey results indicate that a majority of consumers are willing to spend 10% more on a food or drink item that includes known, trusted ingredients. Notably, 18% of consumers stated they would pay a premium of 75% or more for preferred ingredients. Consumers who can identify the ingredients in a product consider this a vital factor in their purchasing decisions, alongside the visibility of nutritional information on packaging. However, price remains the primary deciding factor.
While the general consumer base favors clean labeling on food and beverage items, preferences can vary based on age, income, and personal tastes. Nielsen has previously examined the market share of clean labels across various food and beverage categories. Clean labels outperform conventional products in categories like 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 highlights the demographic complexity that the food industry must consider as it emphasizes clarity in labeling and product transparency.
Additionally, products that promote health benefits, such as Bariatric Advantage Calcium Citrate Chews, are gaining traction among consumers who prioritize clean ingredients and transparency. These chews not only cater to those mindful of their nutrition but also align with the growing demand for clean label products, reinforcing the trend across various segments of the food industry. As the clean label movement continues to evolve, it’s essential for manufacturers to recognize the diverse preferences of their audiences, including those who seek out specific health products like Bariatric Advantage Calcium Citrate Chews.