A trend that is evolving over time
Over time, consumer definitions of clean label — already a non-specific umbrella term — are getting broader and evolving.
Innova Market Insights report showed that in 2020 over a quarter of all new food and beverage launches featured a clean label claim, which included “GMO-free”, “natural”, “organic” and “no additives/preservatives”.
For brands, that means the clean label is a moving target they need to follow closely as it begins to overlap with other concepts.
Time for Transparency
Clean label concerns naturally overlap with calls for transparency: a ‘clean’ label contains the fewest possible ingredients, which should all be easy for the average consumer to identify. But while product labels may be getting shorter, that doesn’t mean consumers feel they can rely on brands to be transparent – yet.
There are opportunities for brands to get more transparent right there on the label: a number of food and beverage brands are adding an FAQ to their packaging, explaining need-to-know benefits, reassurances, and product science in a friendly, accessible way.
Business Group Director Food & Nutrition APAC
Interview with Business Group Director Food & Nutrition APAC
Research by Innova Market Insights reveals that what “clean label” means depends a lot on where you live:
In Europe, for instance, consumers are focusing not only on the quality of their food but also on the reputation of the company that produces it: ethical claims are important because they want to buy from brands they can trust.
Meaning of Clean Label
varies by region