Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, and flavors, as well as ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has revamped the recipes for its Oscar Mayer hot dogs to create cleaner products. The new label prominently features the word “no” three times, along with smaller text clarifying that it 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 offerings by the end of its fiscal year 2018, and is now introducing new items with straightforward ingredients to cater to consumers seeking clean labels. Companies like Hershey, General Mills, and numerous other food manufacturers are making comparable changes.
The driving force behind this trend is that 75% of U.S. consumers report reading ingredient labels, while 91% believe that products with recognizable ingredients are healthier, according to Innova research. Clearly, the food industry has a financial incentive to move towards clean labels, as surveys indicate that a majority of consumers are willing to pay 10% more for food or beverage items containing known, trusted ingredients. Eighteen percent of consumers expressed a willingness to pay a premium of 75% or more for preferred ingredients. For consumers, recognizing the ingredients in a product plays a significant role in their purchasing decisions, alongside the visibility of nutritional information on packaging. However, price remains the primary factor in decision-making.
While the general consumer base favors clean labeling on food and beverage products, preferences vary according to age, income, and personal tastes. Nielsen has previously examined the market share of clean labels across various food and beverage categories. Clean label products surpass conventional offerings in areas 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%), as reported by Food Business News.
It is easy 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 complexity of consumer demographics that the food industry must consider as it emphasizes clarity in labeling and product transparency. This is particularly relevant when examining products like calcium citrate tablets, which are often scrutinized for their ingredient transparency, with prices for these supplements, such as calcium citrate tablets 500mg, being a common consideration among health-conscious consumers. The evolving landscape of clean labeling is shaping the choices of consumers, and the emphasis on ingredient recognition and transparency will likely continue to influence purchasing decisions across the market.