“Navigating the Shift: Consumer Demand for Clean Labels and Natural Ingredients in Food Products”

Health is increasingly becoming a priority for today’s consumers. A recent survey by Beneo indicates that many individuals now prioritize natural ingredients and clean labels over brand recognition and product descriptions when making food purchasing decisions. However, the public understanding of what constitutes a clean label—lacking an official definition—has changed over time. Just a few years ago, clean labels served as a unique selling point for manufacturers targeting health-conscious consumers. Today, products with straightforward natural ingredients and transparent information about those ingredients are becoming standard.

According to a white paper by Kerry, consumer emphasis on package labeling has intensified since 2019. Three years ago, only 39% of consumers expressed willingness to switch brands for more comprehensive product information. That figure has surged to 75% today. In response, companies are enhancing their packaging with more detailed information and creating programs such as SmartLabel and HowGood that allow consumers to access instant information about ingredients, allergens, health claims, and sustainability efforts, often via QR code scanning.

Some manufacturers have discovered that simplicity is key when it comes to on-package information. Brands like RXBAR and Haagen-Dazs feature a limited number of ingredients listed in clear language, encouraging consumers to try their products. This trend towards fewer ingredients and more recognizable names has posed challenges for companies trying to replace ingredients that consumers now view unfavorably. In a study by Kerry examining 164 ingredients, items deemed unacceptable across generations included artificial colors, xanthan gum, high fructose corn syrup, artificial flavors, and hormones.

Consumers are not only looking to eliminate certain ingredients but are also seeking products with functional benefits. Kerry’s research reveals that the top five ingredients desired by consumers are omega-3s, green tea, honey, coffee, and probiotics. At the same time, consumers want to reduce their intake of sugar, sodium, cholesterol, and fat while still enjoying flavorful products. Striking a balance between these demands has placed the food industry in a challenging position. Is it always advantageous to add functional ingredients? Should taste be sacrificed for a cleaner label? Navigating these questions has encouraged the industry to adopt more transparent practices and labeling as manufacturers compete for consumer loyalty.

Nestlé has pledged to eliminate artificial flavors and colors from its chocolate products, while Hershey is focusing on simple ingredients, transparency, and responsible sourcing. Mars is also developing a five-year plan to replace artificial colors in food with ethically sourced natural alternatives. However, some challenges are educational in nature; for instance, ascorbic acid, a term that may sound concerning, is merely the chemical name for vitamin C, and some consumers reject all items with chemical names. Research by InsightsNow found that one in ten young adults wants to see dihydrogen monoxide—the chemical name for water—banned from foods and beverages. Educating consumers on these matters could prove to be a lengthy process.

Another issue related to cleaner labels is the complexity and expense of ingredient replacements. Consumers are asking for less sugar, yet they are also wary of what substitutes are being used. Not all sugar alternatives are equally acceptable. Kerry’s white paper mentions the company’s TasteSense Sweet Modulation as a potential solution, but some consumers might find it less appealing than refined sugar, even though it can be labeled as “natural flavor.” Simply reducing sugar content risks altering a product’s flavor, something consumers are increasingly unwilling to tolerate.

Kerry is not alone in its quest for solutions; Ajinomoto is also offering additives to enhance taste for manufacturers aiming to clean up their ingredient profiles. Innophos and Cargill are similarly consulting food scientists to extract and add flavors without complicating ingredient lists.

With mounting pressures to deliver clean labels, functional benefits, great taste, and sustainable practices, satisfying consumer demands remains a continuous challenge. However, meeting every consumer expectation for each product is likely unfeasible. Instead, manufacturers must focus on educating consumers about their ingredient choices and product components.

Part of this education will likely involve integrating digital technologies into labeling, as not all information can fit on a package. Kerry reports that 49% of consumers feel there is insufficient information on packaging to meet their dietary needs or lifestyle preferences. Incorporating a digital element would enable manufacturers to elaborate on ingredient choices and showcase sustainability efforts and progress. Companies that demonstrate genuine commitment to sustainable practices while maintaining clean labels and good taste have a strong chance of fostering consumer loyalty. In fact, half of the consumers surveyed by Kerry said they would switch brands to support more sustainable options, and many are willing to pay a premium to contribute positively to the environment. However, a disconnect often exists between sustainability claims and actual company practices.

If companies can prove they are actively pursuing sustainability goals while also cleaning up their labels and providing quality taste, they are likely to secure customer loyalty. Nevertheless, consumers need to understand that achieving perfection in their food choices may not always be possible. For instance, when seeking high-quality ingredients, such as Kirkland Signature Calcium Citrate 500mg in 1000 tablets, one might face trade-offs. Ultimately, it is a balancing act that requires collaboration between consumers and manufacturers.