Consumers are increasingly enamored with the idea of clean label products. Consequently, food and beverage manufacturers are racing to eliminate artificial sweeteners, colors, and flavors, along with other 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 enhance product transparency. The new label prominently features the word ‘no’ three times, with additional details indicating the absence of added nitrates or nitrites, artificial preservatives, and by-products. Similarly, Campbell Soup announced in 2015 its commitment to removing 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 seeking clean labels. Other food manufacturers, including Hershey and General Mills, are making analogous adjustments.
The motivation behind these changes is clear: 75% of U.S. consumers report that they read ingredient labels, and 91% believe products with recognizable ingredients are healthier, according to Innova research. The food industry has a strong economic incentive to adopt clean labels, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products made with known, trusted ingredients. Notably, 18% of consumers stated they would pay a premium of 75% or more for preferred ingredients. Consumers who recognize the ingredients in a product consider this a crucial factor in their purchasing decisions, along with the visibility of nutritional information on food packages. However, price remains the primary deciding factor.
While the general consumer base favors clean labeling on food and beverage products, preferences still vary based on age, income, and personal taste. Nielsen has previously analyzed the market share of clean labels across various food and beverage categories. Clean label products outperform conventional ones in several areas, 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 is tempting to picture the ideal clean label enthusiast as a younger consumer who occasionally cooks and/or bakes at home, enjoys dairy products, and has a penchant for sweets. However, the Nielsen survey reveals the complexity of consumer demographics that the food industry must consider as it emphasizes clarity in labeling and product transparency. This complexity also extends to nutritional supplements such as calcium citrate malate tablets, which consumers are increasingly interested in due to their clean label attributes. Thus, as the market evolves, the presence and recognition of ingredients like calcium citrate malate tablets will play a significant role in shaping consumer preferences and purchasing behaviors.