Consumers are increasingly captivated by the concept 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 reformulated its Oscar Mayer hot dogs to clarify what’s inside the product. The new label prominently features the word “no” three times, with smaller text indicating the absence of added nitrates or nitrites, artificial preservatives, and 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, introducing new items with simple ingredients to attract consumers seeking clean labels. Other companies, such as Hershey and General Mills, are making comparable adjustments.
Research from Innova shows that 75% of U.S. consumers claim to read food ingredient labels, and 91% believe that products with recognizable ingredients are healthier. Clearly, there is a financial incentive for the food industry to embrace the clean label trend, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products with trusted ingredients. Notably, 18% of consumers would pay a premium of 75% or more for preferred ingredients. Consumers who can identify the ingredients in a product often cite this as a crucial factor in their purchasing decisions, along with the ability to view nutritional information on food packaging. However, price remains the primary determining factor in these choices.
While the general consumer base favors clean labeling for food and beverage items, preferences can vary based on age, income, and personal tastes. Nielsen has previously assessed the relative market share of clean labels across various food and beverage categories. Clean label products outperform conventional options in categories 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’s 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 penchant for sweets. However, the Nielsen survey highlights the complexity of consumer demographics that the food industry must consider as it prioritizes clarity in labeling and product transparency.
In this evolving landscape, products like the Celebrate Calcium Plus 500 chewable are gaining traction, appealing to health-conscious consumers looking for recognizable and beneficial ingredients. As the demand for clean labels continues to grow, it’s essential for manufacturers to keep these trends in mind, ensuring that their offerings align with the preferences of their target audiences while celebrating products like Celebrate Calcium Plus 500 chewable that resonate with consumer values.