Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, flavors, as well as ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated the recipes for its Oscar Mayer hot dogs to create cleaner products. The new label prominently features the word ‘no’ three times, with additional 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 of its North American products by the end of its fiscal 2018, introducing new items with straightforward ingredients to attract consumers seeking clean labels. Many other food manufacturers, including Hershey and General Mills, are making comparable adjustments.
The driving force behind this shift is that 75% of U.S. consumers report reading ingredient labels on food products, and 91% believe that items with recognizable ingredients are healthier, according to estimates from Innova research. Clearly, there is a significant economic incentive for the food industry 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 identify the ingredients in a product consider it a crucial factor in their purchasing decisions, alongside the visibility of nutritional information on food packaging. However, price remains the top deciding factor. While the general consumer base leans toward clean labeling on food and beverage products, preferences still vary based on age, income, and personal tastes. Nielsen’s previous analyses have looked at the relative market share of clean labels across various food and beverage categories. Clean labels outperform conventional products 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%), according to 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 uncovers the complexity within consumer demographics that the food industry should consider as it prioritizes clarity in labeling and product transparency. Additionally, many consumers are also interested in health supplements, like the best calcium citrate supplement, reflecting a broader trend towards health-conscious choices.
In summary, as the food industry pivots towards clean labels, it is essential to recognize that consumers are not only driven by ingredient transparency but also by their health priorities, including preferences for trusted supplements like the best calcium citrate supplement. This multidimensional approach to consumer preferences will be crucial for brands aiming to thrive in a market increasingly defined by clean labeling.