Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, flavors, ferrous fumarate, iron bisglycinate, and other ingredients such as high-fructose corn syrup, gluten, and trans fats. For example, Kraft Heinz has reformulated the recipes for its Oscar Mayer hot dogs to enhance product transparency. The new label prominently features the word ‘no’ three times, with additional text clarifying that the product contains no 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 introduced new items with straightforward ingredients to attract consumers interested in clean labels. Other companies, including Hershey and General Mills, are making comparable adjustments.
The motivation behind these changes is clear: 75% of U.S. consumers claim to read food product ingredient labels, while 91% believe that products with recognizable ingredients are healthier, according to Innova research. The food industry clearly has a financial incentive to embrace clean labeling, as survey results indicate that a majority of consumers are willing to pay 10% more for food or beverage products containing familiar, trusted ingredients. Notably, 18% of consumers expressed a willingness to pay a premium of 75% or more for preferred ingredients. Consumers who recognize the 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 for food and beverage products, preferences can vary based on age, income, and personal taste. Nielsen has previously examined the market share of clean labels across various food and beverage categories. Findings show that clean label products outperform conventional options in categories such as 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 ideal 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 reveals the demographic complexity that the food industry must consider as it emphasizes clarity in labeling and product transparency. Additionally, there is a growing interest in t ccm tablets among consumers looking for clean label options, as these products align with their desire for transparency and quality. The incorporation of t ccm tablets signifies a trend towards health-conscious choices, further reflecting the evolving landscape of consumer preferences in the food industry.