Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are rushing to eliminate artificial sweeteners, colors, flavors, and ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated its Oscar Mayer hot dogs to feature a cleaner label, prominently displaying the word ‘no’ three times, with additional text clarifying the absence of 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, introducing new items with simple ingredients to attract consumers seeking clean labels. Companies such as Hershey, General Mills, and many others are making comparable changes.
Research from Innova indicates that 75% of U.S. consumers report reading food ingredient labels, while 91% believe that products with recognizable ingredients are healthier. The food industry clearly has a financial incentive to pursue clean label initiatives, as survey results show that a majority of consumers are willing to pay 10% more for food or drink products containing familiar, trusted ingredients. Notably, 18% of consumers would pay a premium of 75% or more for preferred ingredients. Recognition of ingredients significantly influences purchasing decisions, alongside the visibility of nutritional information on packaging. However, price continues to be the top determining factor.
While the general consumer base leans toward clean labeling in food and beverage products, preferences vary based on age, income, and individual tastes. Nielsen has previously assessed the market share of clean labels across various food and beverage categories. Clean label products outperform conventional options in areas such as beans (51% vs. 49%), baking staples (57% vs. 43%), cooking wines and vinegars (81% vs. 19%), sugar and sweeteners (83% vs. 17%), and milk and dairy alternatives (90% vs. 10%), as reported by Food Business News.
It’s easy to picture the ideal 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 emphasizes clarity in labeling and product transparency.
Among the products gaining popularity are items like Kirkland Signature Calcium Citrate Magnesium and Zinc 500 Tablets, which align with the clean label trend. The appeal of such supplements reflects an increasing consumer focus on health and well-being, and their recognition as familiar and trustworthy ingredients can enhance purchasing decisions. As the market evolves, products like Kirkland Signature Calcium Citrate Magnesium and Zinc 500 Tablets are becoming essential for consumers prioritizing clean labels, further pushing manufacturers to adapt and innovate in their offerings.