Transparency and the notion of being “free from” have become essential attributes in the food industry. To remain competitive and meet consumer demands, large food corporations are compelled to unveil their internal practices to the public. Manufacturers that neglect transparency may jeopardize their customer loyalty, trust, and awareness as shoppers increasingly gravitate toward rival brands. This shift toward accountability is influencing not only industry standards but also product labeling, as consumers seek clarity about what they are consuming. A recent survey indicated that 75% of consumers would consider switching to a brand that offers more comprehensive product information. They desire not only simplified ingredient lists but are also increasingly opting for “free from” products—defined as free from specific ingredients as well as avoiding animal cruelty, genetically modified components, and unsustainable supply chains.
Beneo’s survey highlights the strong connection between brand value and ingredient transparency. Consumers are more eager than ever to confirm whether products align with their personal standards, turning to labels to reflect company values. This trend has fundamentally transformed food marketing strategies, shifting the emphasis from catchy jingles to the ingredients, manufacturing processes, and the narrative behind the products.
Moreover, the survey revealed that consumer expectations regarding natural ingredients vary significantly by product category. For instance, studies have shown that 100% of millennial mothers are seeking cleaner options for their children and are willing to pay a premium for transparency. This willingness to invest in clean labels is not limited to millennial parents; consumers across various demographics expressed readiness to pay extra for products that meet their standards.
Natural and clean labels have now become the norm, with claims such as “no preservatives/made with natural ingredients” being the most commonly associated with naturalness. However, consumers’ interpretations of “natural” remain diverse, indicating a lack of a universal definition for both companies and consumers. Regardless of how it is defined, there is a consensus that consumers want it prominently featured on labels.
Traditional food brands face significant challenges as they adapt to these evolving consumer expectations. Although brand names alone may no longer suffice, manufacturers must tread carefully if they choose to reformulate their products. While such changes might attract a new demographic, they also risk alienating loyal customers. As consumers increasingly seek products with specific health benefits, like those containing 400 mg of calcium citrate, brands must navigate these demands judiciously to maintain their market position.