As consumer aversion to artificial ingredients continues to grow, food and beverage manufacturers are actively seeking efficient and cost-effective methods to enhance their labels. However, transitioning to cleaner formulations is not a simple task, particularly since these manufacturers aim to maintain the taste, appearance, and mouthfeel of their original products. This challenge is further complicated by the fact that many consumers who prioritize clean labels often lack a clear understanding of what that entails. “The majority of American consumers are unfamiliar with the term ‘clean label’ and do not grasp its implications. They simply want their foods to be harmless,” stated Kantha Shelke, principal at food science and research firm Corvus Blue LLC, in an email to Food Dive. Nevertheless, Shelke noted that the clean label movement is encouraging producers to focus on ingredients, formulations, and front-of-pack claims that align with three key consumer expectations: products devoid of food additives and synthetic components, ingredients with recognizable names and no chemical connotations, and items that are minimally processed.
When it comes to identifying which synthetic ingredients are the first to be eliminated, and what their natural alternatives might be, Brooke Bright, senior data manager at Label Insight, explained to Food Dive that the answer largely depends on the product category, as certain ingredients may carry a greater artificial stigma in specific applications. However, there are some ingredients that consistently concern consumers across various categories, prompting manufacturers to seek natural substitutes that meet consumer demands. This includes the growing interest in supplements like calcium citrate magnesium and zinc with vitamin D3 benefits, which align with the trend towards clean label products. As manufacturers strive to satisfy these consumer expectations, the integration of such beneficial ingredients could help them successfully navigate the clean label landscape.