As Americans become more health-conscious, the term “clean label” is becoming more commonplace. A recent white paper on clean labeling found that a slim majority of consumers – around 60% – were familiar with the term “clean label,” and 44% stated that having a clean label was important to them.
In a general sense, a “clean label” is one that denotes a product that is free of artificial ingredients such as preservatives and additives such as flavors. However, in recent years, the definition of a clean label has become more nuanced. A common thread is clear, however. Of the 2100 consumers surveyed, over three quarters noted that a “clean label” denoted a healthier food.
So, what do consumers expect from their clean labeling? How can you make sure that your products align with what consumers are looking for?
Keep reading for answers...
Functional Foods, Notable Benefits
One of the main takeaways from the survey is that consumers seek clean labels because they desire foods and beverages that serve functional benefits. The 2019 Clean Label Report found that consumers are increasingly questioning a product’s certifications and health claims, so it won’t cut it to use unregulated terms like “natural.” Instead, consumers seek to understand the impact of a food on their overall health, backed by more rigorous certifications such as USDA Organic.
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The Importance of Non-GMO Food is Declining
As recently as a few years ago, the non-GMO food movement was in full swing. More recently, however, the importance of having a non-GMO food label has declined. Consumers are shifting their focus to “real” ingredients that will improve their overall health. Particular points of interest include stress management, digestive health, and cognitive health. In fact, the term “made with real ingredients” on product labels rose 54% between 2016 and 2018, signaling a shift in consumer ethos from an interest in genetically modified to unprocessed, whole food ingredients.
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Taste Remains Supreme
Finally, and perhaps unsurprisingly, consumers remain interested in how the food behind the label tastes. Whole food ingredients are important as they deliver functional benefits, but if a product doesn’t deliver taste, consumers are unlikely to try it again. Food producers are marrying taste and health by replacing processed sugars with low or no calorie alternatives such as monk fruit extract or naturally sweetening products with honey.
One thing is clear – the notion of a “clean label” product is and will continue to evolve. All product labelers should keep abreast of consumer consciousness to appeal to their tastes as they emerge.
For help ensuring your label clearly explains your clean label product, talk with Century Label.
