Revising ingredient lists has now become a standard expectation among consumers rather than an occasional novelty. According to Innova, 91% of U.S. consumers perceive food and beverage options with recognizable ingredients as healthier. Consequently, there is a growing demand for products to be reformulated to eliminate additives and synthetic substances, while incorporating ingredients with familiar names and ensuring minimal processing. This trend has prompted many manufacturers to swiftly reinvent their products without sacrificing taste, appearance, or texture. The success of this movement is evident in the widespread presence of clean label products on grocery store shelves nationwide.
Experts believe we have entered a “Clean Label 2.0” phase, where the rapid increase in clean label options makes it challenging for food and beverage companies offering healthier choices to distinguish themselves. This raises questions about the future of clean labels: Will they become even cleaner? Will the movement lose momentum? Or will consumers settle for the newly established norms? Analysts generally agree that clean label demand will continue to expand. Alison Borgmeyer, a dietitian and director at Cultivate, stated to Food Dive that the rise of specialty diets, such as keto and gluten-free, which require consumers to limit their ingredient intake, will sustain the need for manufacturers to provide products that align with these lifestyles.
The Consumer Goods Forum supports this notion, revealing that food companies improved the health profiles of approximately 180,000 products in 2016, a significant increase from the previous year. Notably, staple items such as bread, tortillas, and crackers are receiving heightened attention from manufacturers, as clean label consumers seek everyday, convenient products. The dairy segment, in particular, is rapidly transforming its ingredient lists, with Statista reporting that clean label milk and dairy alternatives accounted for 90% of sales in that category in 2017.
However, there are exceptions to the widespread adoption of clean labels, particularly in treat categories. While consumers are eager for clean labels across various segments, Kantha Shelke, principal at food science and research firm Corvus Blue, noted that indulgent products like novel snacks (think Flamin’ Cheetos), sweets, ice cream, and alcohol seem less affected by this trend. She explained that clean label considerations are less significant in these indulgent sectors, where even devoted clean label fans may overlook synthetic ingredients in their favorite treats. Changes in these categories may begin with sweets and ice cream before extending to adult indulgences.
Nonetheless, brands like Halo Top and Amy’s Kitchen chocolates are showing interest in introducing clean label practices to the snack and treat market. Major consumer packaged goods (CPG) companies are also making strides, with Nestlé committing to eliminating artificial flavors and colors from its chocolate products, and Hershey prioritizing simple ingredients and transparency. Mars Wrigley Confectionery is also developing a five-year plan to replace artificial flavors with ethically and sustainably sourced natural ingredients.
Despite these advances, Shelke noted that the treat segment has been slow to adapt due to the perception that treats are inherently less clean, which diminishes the urgency for change. Tom Spier, founder of Boulder Food Group and co-founder of EVOL Foods, disagreed, pointing out that products like Halo Top demonstrate significant progress in the indulgent space. He highlighted that sugar remains a contentious issue for many manufacturers and consumers, viewing it as a primary opportunity for repositioning treats within the clean label framework.
According to Statista, sugar and sweeteners represent the second-largest category integrating clean label claims, accounting for 83% of the market share in 2017. However, transitioning to cleaner options while encouraging consumer acceptance requires significant changes in product offerings, which can be challenging for companies reliant on established supply chains.
Private label brands are emerging as a stronghold for the production and distribution of clean products. Retailers with their own manufacturing capabilities can quickly respond to consumer demands, which can be transient in nature. One key contribution of private labels to the clean label movement is the establishment of ingredient bans. For instance, Kroger has a list of “not-considered-clean” ingredients that guided the development of its Simple Truth line, while Hy-Vee employs a Clean Honest Ingredients label that eliminates over 200 artificial ingredients.
Borgmeyer emphasized that private label brands are well-positioned to lead clean label initiatives due to their close connection to customers and ability to experiment with recipe and label changes swiftly. Aldi, for example, has the scale to host daily focus groups, gathering direct feedback on consumer desires for clean labels. While larger manufacturers are not opposed to clean labels, they tend to be more cautious and deliberate in their approach, given the necessity for assurance that changes align with consumer preferences.
Consumers are increasingly interested not only in clean labels that indicate safe consumption but also in products with clean supply chains. Borgmeyer noted a growing consumer focus on environmentally friendly packaging and ethical sourcing. Innova Insights tracked this evolution, revealing an increasing interest in labels with claims related to environmental sustainability and animal welfare, which have seen substantial growth in recent years.
The clean label movement has evolved from straightforward labeling to encouraging consumers to critically evaluate their food choices and the production methods they support. Achieving transparency in the supply chain is crucial for this evolution. Spier argued that without transparency, consumers cannot find what they seek, and this clarity will help define clean labels and empower consumers to support brands that align with their values.
However, achieving such transparency will take time. Borgmeyer highlighted that companies must invest in understanding customer needs through trial and error to advance the clean label movement. She acknowledged that the variety of options available necessitates fiscal responsibility when choosing strategies, as supply issues or price sensitivities can hinder change, even amid consumer demand.
Supply chains, particularly in legacy companies, are often designed for specific profit margins, allowing products with less emphasis on clean labeling to be produced at lower costs—until competitors can scale equivalent clean label products. Sourcing natural flavors, colors, and whole food sources of vitamins and minerals can be expensive, making it difficult to assess whether the added costs will translate into increased sales, particularly for long-established brands with extensive ingredient lists.
Both Borgmeyer and Spier noted that frozen foods represent a segment ripe for transformation, yet they face entrenched supply chain logistics, complicating recipe changes and ingredient swaps. When artificial additives are replaced with natural alternatives, costs can rise significantly, posing risks if consumers do not follow through with purchases. In 2014, over 60% of U.S. consumers cited the absence of artificial colors and flavors as a key factor in their food purchasing decisions. However, when General Mills responded by using natural food colorings in Trix cereal, backlash led them to revert to the original artificial recipe.
Ultimately, Borgmeyer questioned whether the effort to clean up ingredient lists is worthwhile when competing against brands that heavily discount their products. This dilemma is one that many food manufacturers are currently navigating, as they weigh the potential benefits of clean label transitions against the realities of consumer behavior and market dynamics.
In summary, while the clean label movement continues to gain traction, particularly with ingredients like calcium citrate 950mg becoming more prevalent, the path forward is complex, requiring a balance between consumer demands, transparency, and the realities of food production and supply chains.