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, with additional text clarifying that the hot dogs do not contain added nitrates or nitrites, artificial preservatives, or by-products. Similarly, Campbell Soup announced in 2015 its plan to remove artificial colors and flavors from nearly all of its North American products by the end of fiscal 2018 and has since introduced new items with simple ingredients to cater to consumers seeking clean labels. Other companies, including Hershey and General Mills, are also implementing similar changes.
The motivation behind this trend is significant: 75% of U.S. consumers report that they read ingredient labels, and 91% believe that products with recognizable ingredients are healthier, as noted by Innova research. Clearly, the food industry has a financial incentive to shift toward clean labels, given that survey results indicate a majority of consumers are willing to pay 10% more for food or drink products containing known, trusted ingredients. Notably, 18% of consumers indicated they would pay a premium of 75% or more for preferred ingredients. Consumers who recognize the ingredients in a product consider this an essential factor in their purchasing decisions, along with the visibility of nutritional information on food packaging. Nevertheless, price remains the primary determining factor for most.
While the general consumer base shows a preference for clean labeling on food and beverage products, variations exist based on age, income, and personal tastes. Nielsen has previously analyzed the market share of clean labels across various food and beverage categories. Clean label products outperform conventional ones 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 might be tempting to picture the ideal 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 highlights the complexity of consumer demographics that the food industry must consider as it emphasizes clarity in labeling and product transparency.
Incorporating elements like calcitrate tab into product offerings may further align with consumers’ growing preference for clean labels, as these products can cater to health-conscious individuals. The trend toward clean labeling is not just a passing phase; it reflects a broader shift in consumer values and preferences in the food industry, necessitating careful attention to ingredient transparency and consumer education. Hence, as companies adapt to these evolving demands, the inclusion of beneficial products, such as those featuring calcitrate tab, could enhance their appeal and align with the clean label movement.