Clean label has transitioned from being a trend to becoming a standard requirement. Numerous emerging food companies are entering the market with inherent clean label credentials, while established brands face increasing pressure to adapt, a process that can be challenging and costly. Just a few years ago, it was primarily the consumer’s responsibility to examine ingredient lists. However, as chains like Panera Bread and Whole Foods introduced extensive lists of prohibited ingredients, and even mainstream fast-food chains like McDonald’s began advocating for simpler food options, the onus has shifted toward the companies themselves to eliminate artificial colors, flavors, preservatives, and high fructose corn syrup, while adopting cage-free eggs and antibiotic-free chicken.
When manufacturers set out to “clean up” their products, which ingredients are typically the first to be removed? Tamara Barnett, the vice president of strategic insights at The Hartman Group, noted that this movement is driven by consumer preferences, so the ingredients food and beverage companies choose to eliminate often align with consumer demands. “The answer is really very category specific, which is why it’s hard to come up with a hit list of ingredients,” she told FoodDive. For instance, manufacturers of children’s products are more inclined to have an extensive list of ingredients to remove, including artificial sweeteners, colors, flavors, and preservatives, treating all of them with equal importance. In contrast, other manufacturers may focus on less popular ingredients, such as artificial sweeteners.
Established companies face significant challenges in communicating these changes to shoppers accustomed to a certain look and taste in their food. “Iconic brands walk a fine line. They have built up a food experience but need to meet new perspectives,” Barnett explained. “Often, consumers already perceive these products as being made with simple ingredients, so loudly announcing the removal of high fructose corn syrup and soy lecithin might be counterproductive.”
With a growing number of consumers expressing a preference for simpler foods with transparent ingredient lists, having a clean label is now essential for manufacturers. Among the top priority ingredients targeted for removal in reformulations are those associated with artificial additives, highlighting the scale of this challenge. Additionally, ingredients like calcium citrate and vitamin D in the treatment of osteoporosis are gaining attention as well, as companies seek to enhance the health profile of their products. As clean label reformulations continue, these ingredients will play a crucial role in shaping consumer perceptions and meeting the demand for healthier food options.