The Rise of Clean Label
What is Clean Label?
Clean label refers to a food industry trend that emphasizes natural ingredients, minimal processing, and transparency, targeting health-conscious consumers who value nutritional integrity alongside environmental and ethical standards. This movement underscores a growing demand for straightforward, trustworthy food products.
More than one in four consumers consider clean label as an important indicator of health. A significant portion of consumers, nearly 41%, are familiar with the term "clean label," and 78% find it appealing once it is defined to them
Consumer Interest in Clean Labels
A large number of consumers, about 78%, are willing to pay more for products that make natural claims, including those labeled as clean label. This willingness persists despite overall economic pressures such as inflation, suggesting a strong consumer commitment to healthier and more transparent products.
Paying More For Clean Label Products
The clean label trend is not just about health but also incorporates aspects of transparency and environmental responsibility. Consumers are increasingly looking for products that are not only free from additives and preservatives but also offer environmental benefits.
Clean Label and Consumer Shopping Labels
The market for clean label ingredients and products is expected to continue growing, driven by consumer demand for natural and transparent product labels. This trend is reflected across various product categories and is particularly prominent in products aimed at children and everyday food items.
Growth of Clean Label Products
Consumer Insights and Market Trends
Consumer Preferences
A survey conducted by Beneva Market Insights found that over one in four consumers prioritize clean label products as a route to healthier eating. The same survey noted that clean label products are increasingly associated with environmental sustainability.
Global Views on Clean Labels
Market Penetration of Clean Label Claims
Nearly one in three new products launched come with some type of clean label claim. Among these, claims related to the absence of additives and preservatives are the most common.
Global Variation in Clean Label Perceptions
Consumer understanding and demands around clean labels vary significantly across regions. For instance, in North America, clean label often focuses on the absence of additives, whereas in Asia, the focus may shift more towards environmental sustainability.
Consumer Willingness to Pay
A study by Beneva highlighted that nearly half of the global consumers surveyed (46%) are willing to pay 20-30% more for products carrying a natural claim. This indicates a strong market potential for clean label products despite economic constraints like inflation.
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Impact of Clean Label on Brand Performance
Brands that adopt clean label practices are not only meeting consumer demands but are also seeing an increase in sales velocity, which suggests a competitive advantage in the marketplace.
Clean Label as an Opportunity
In today's food industry, the clean label movement offers a crucial opportunity for manufacturers to align with the increasing consumer demand for transparency and natural ingredients. Beneva providing solutions that not only meet but exceed consumer expectations with cost-effective and appealing ingredients. Our research shows that nearly half of consumers are willing to pay 20-30% more for products with natural claims, highlighting a profitable avenue for food manufacturers
Beneva's portfolio of natural and clean label starch allows manufacturers to replace undesirable additives while enhancing product appeal through additional health benefits. These strategic adaptations not only cater to consumer preferences for healthier and more sustainable options but also strengthen brand loyalty and market position.
Embracing clean label strategies with Beneva's support enables food manufacturers to not just keep up with trends but to lead in delivering products that resonate with today's health-conscious and environmentally aware consumers. This approach is not just about meeting standards but setting a benchmark in the competitive landscape, ensuring long-term success and consumer trust.
A Timeline of Health Trends Shaping Consumer Choices
Over the past few decades, there has been a notable evolution in consumer eating habits, primarily characterized by a shift towards health and wellness. This trend can be traced back to the increasing awareness of the links between diet and health, spurred by scientific research and public health campaigns.
1980s to 1990s
During this period, the focus was predominantly on low-fat diets and reducing cholesterol. Consumers gravitated towards products labeled "low-fat" or "fat-free," influenced by studies linking fat intake with heart disease.
Late 1990s to 2000s
The emphasis began to shift towards organic food, largely due to concerns about pesticides, hormones, and antibiotics in conventional farming. The organic food market grew, driven by perceptions of these products being healthier and safer.
2010s
The 2010s witnessed a surge in interest towards functional foods—foods with benefits beyond basic nutrition. Consumers started prioritizing foods with added health benefits, such as probiotics, omega-3 fatty acids, and antioxidants. This period also saw the rise of dietary restrictions and preferences, with gluten-free, vegan, and paleo diets becoming mainstream.
2020s
Today, the focus is increasingly on clean label products—those with fewer and more natural ingredients. The clean label movement aligns with a broader consumer demand for transparency and sustainability in food production. People are more interested than ever in where their food comes from, how it's made, and its environmental impact.
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This transition reflects a broader cultural shift towards wellness and health-consciousness, with consumers not only looking for healthier options but also demanding that these options are sustainably and ethically produced. The evolution continues as emerging research and consumer insights drive the food industry to innovate and cater to these sophisticated preferences.
Beneva Solution
Beneva's starch solutions are designed to align with the clean label movement, offering food manufacturers a range of natural, minimally processed starches derived from tapioca. These include native and functional native starches, as well as certified organic options, enabling producers to enhance product texture and stability while maintaining simple and transparent ingredient lists. This approach meets the growing consumer demand for products with recognizable and trustworthy ingredients, supporting healthier and more sustainable food choices.
