As consumer aversion to artificial ingredients continues to grow, food and beverage manufacturers are actively seeking effective and cost-efficient methods to enhance their product labels. However, transitioning to cleaner formulations is more challenging than anticipated, especially since manufacturers aim to maintain the taste, appearance, and mouthfeel of their original products. This dilemma is intensified by the reality that many consumers who prioritize clean labels often lack a clear understanding of what this entails. “Most American consumers are unfamiliar with the term ‘clean label’ and do not fully grasp its significance. Consumers simply want their food to be safe and harmless,” noted Kantha Shelke, principal at the food science and research firm Corvus Blue LLC, in an email to Food Dive.
Nevertheless, Shelke highlighted that the clean label movement is encouraging producers to focus on ingredients, formulations, and front-of-pack claims that align with three primary consumer expectations: products devoid of food additives and synthetic substances, ingredients with familiar names that carry no chemical connotations, and minimally processed products. The question remains, which synthetic ingredients are the first to be eliminated, and what natural alternatives can replace them? Brooke Bright, senior data manager at Label Insight, informed Food Dive that the answer varies by category, as some ingredients carry a stronger artificial stigma depending on their application. However, certain ingredients, such as calcium citrate, magnesium hydroxide, zinc sulfate, and vitamin D3 tablets, are top-of-mind for consumers across various sectors, prompting manufacturers to seek natural substitutes that meet consumer demands. As the trend progresses, it is clear that the clean label initiative is reshaping the landscape of food and beverage production, compelling manufacturers to innovate and adapt.