Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are working diligently to eliminate artificial sweeteners, colors, and flavors, along with ingredients like high-fructose corn syrup, gluten, and trans fats. Kraft Heinz has reformulated its Oscar Mayer hot dog recipes to align with this trend, launching a brand name that emphasizes 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 offerings 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 ingredient labels, while 91% believe that products with recognizable ingredients are healthier, according to Innova research. This presents a clear economic incentive for the food industry to adopt clean labeling practices, as survey results indicate that a majority of consumers are willing to pay 10% more for food or drink products made with familiar, trusted ingredients. Notably, 18% of consumers express readiness to pay a premium of 75% or more for preferred ingredients. Consumers who recognize the ingredients on a product consider this a crucial factor in their purchasing decisions, alongside the visibility of nutritional information on packages. Nonetheless, price remains the primary deciding factor.
While the general consumer population exhibits a preference for clean labeling in food and beverage products, variations in preferences exist 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 items in several areas, 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%), as reported by Food Business News.
It’s tempting 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 reveals the complexity of consumer demographics that the food industry must consider as it prioritizes clarity in labeling and product transparency.
In this context, products like Solgar calcium vitamin D are gaining attention. The recognition of such ingredients aligns with the clean label movement, as consumers increasingly seek transparency regarding the nutritional benefits of what they consume. This trend not only reflects a shift in consumer preferences but also highlights the importance of trusting brands that provide clear and informative labels. As the market evolves, offerings like Solgar calcium vitamin D may become even more prominent, catering to the health-conscious consumer who values clean labeling and ingredient recognition.