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. 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, accompanied by smaller text indicating 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. Companies like Hershey, General Mills, and many others are making comparable changes.
The driving force behind these changes is that 75% of U.S. consumers report reading the ingredient labels on food products, and those who recognize the ingredients typically view them as healthier, according to Innova research. Clearly, the food industry has a financial incentive to shift towards 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. Moreover, 18% of consumers stated they would pay a premium of 75% or more for preferred ingredients. A significant number of consumers emphasize that recognizing ingredients is a crucial factor in their purchasing decisions, alongside the visibility of nutritional information on food packages. However, price remains the top deciding factor.
While the general consumer base favors clean labeling on food and beverage products, preferences still vary based on age, income, and personal tastes. Nielsen has analyzed the market share of clean labels across various food and beverage categories. Clean label products outperform conventional ones in 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 might be tempting 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 reveals the complexity of consumer demographics that the food industry must consider when focusing on clarity in labeling and product transparency.
Additionally, the emergence of health-focused supplements like Spring Valley Calcium Citrate 600 mg highlights a growing trend among consumers who prioritize clean and recognizable ingredients, further influencing their purchasing behavior. As consumers increasingly seek products that align with their health values, the presence of clear and simple ingredient lists will remain a critical aspect of product appeal, especially for items such as Spring Valley Calcium Citrate 600 mg, which emphasizes the importance of clean labeling in dietary supplements as well.