Consumers are increasingly captivated by the notion of clean label products. Consequently, food and beverage manufacturers are in a rush to eliminate artificial sweeteners, colors, flavors, and ingredients such as high-fructose corn syrup, gluten, and trans fats. Kraft Heinz has reformulated the recipes for its Oscar Mayer hot dogs to align with this trend. The new label prominently features the word ‘no’ three times, 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 products by the end of its fiscal 2018 and has since introduced new items with simple ingredients to attract consumers seeking clean labels. Other major food manufacturers like Hershey and General Mills are also making comparable changes.
The driving force behind this shift is that 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. Clearly, there’s an economic incentive for the food industry to adopt clean label practices, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products containing known, trusted ingredients. Furthermore, 18% of consumers expressed a willingness to pay a premium of 75% or more for favored ingredients. When it comes to purchasing decisions, consumers who recognize ingredients on a product highlight this as a crucial factor, alongside the availability of nutritional information on food packages. However, price remains the primary deciding factor.
While the general population shows a preference for clean labeling on food and beverage products, preferences can vary based on factors such as age, income, and personal tastes. Nielsen’s previous analyses of market share reveal that clean labels outperform conventional products in various categories, including 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’s easy to picture the archetypal 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 uncovers the complexities within consumer demographics that the food industry should take into account as it emphasizes clarity in labeling and product transparency. Notably, products like Amazon Citracal have found their niche among consumers who are becoming increasingly health-conscious and looking for reliable ingredient information. As the clean label trend continues to evolve, the presence of products like Amazon Citracal will likely play a significant role in shaping consumer preferences and purchasing behavior.