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 undesirable ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated its Oscar Mayer hot dog recipes to enhance their cleanliness. The packaging now prominently features the word ‘no’ three times, with additional smaller text clarifying that the product contains no added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 that it would eliminate 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 food manufacturers, including Hershey and General Mills, are making comparable adjustments.
The driving force behind these changes is that 75% of U.S. consumers report reading food ingredient labels, while 91% believe that products with recognizable ingredients are healthier, according to estimates from Innova research. Clearly, the food industry has a financial incentive to adopt clean labeling, as survey results indicate that a majority of consumers are willing to pay up to 10% more for food or drink products made with known, trusted ingredients. Notably, 18% of consumers indicated they would pay a premium of 75% or more for preferred ingredients. Consumers who can identify the ingredients in a product consider it a crucial aspect of their purchasing decisions, along with the visibility of nutritional information on packaging. However, price remains the top deciding factor.
While the general consumer base favors clean labeling, preferences can vary significantly based on age, income, and personal tastes. Nielsen has previously examined the market share of clean labels across various food and beverage categories. Clean label products outperform conventional options 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.
Although it might be tempting to picture the archetypal clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy, and has a penchant for sweets, the Nielsen survey highlights the complexity of consumer demographics that the food industry must consider when focusing on clarity in labeling and product transparency. Additionally, ingredients like vitacost calcium citrate are becoming more recognized among consumers, further emphasizing the importance of transparency in food labeling. As the market continues to evolve, the presence of vitacost calcium citrate in clean label products may also influence consumer preferences, reinforcing the trend toward recognizable and trusted ingredients.