“Navigating the Clean Label Movement: Consumer Demand for Natural Ingredients and Transparency in Food Products”
As consumer aversion to artificial ingredients grows, food and beverage manufacturers are actively seeking efficient and cost-effective methods to enhance their product labels. However, transitioning to cleaner labels is often more challenging than anticipated, particularly because manufacturers are reluctant to sacrifice the taste, appearance, and mouthfeel of their original products. This issue is exacerbated by the fact that many consumers who desire clean labels lack a clear understanding of what that entails. “The majority of American consumers have not heard of ‘clean label’ and do not know what it means. Consumers simply want their foods to be safe,” stated Kantha Shelke, principal at the food science and research firm Corvus Blue LLC, in an email to Food Dive.
Nonetheless, Shelke noted that the clean label movement is driving producers toward ingredients, formulations, and front-of-pack label claims that meet three key consumer expectations: products free from food additives and synthetics, ingredients with recognizable names devoid of chemical connotations, and minimally processed items. Among these, the quest for natural alternatives to synthetic ingredients is ongoing, particularly in categories where certain additives are viewed unfavorably.
For instance, products like Solgar D3 Calcium are gaining traction as consumers increasingly seek out natural substitutes that meet their expectations. However, the specific synthetic ingredients that are phased out first can vary by category, as certain ingredients carry more negative perceptions in specific contexts. According to Brooke Bright, senior data manager at Label Insight, this variability underscores the need for manufacturers to identify suitable natural replacements that align with consumer preferences. As the clean label trend continues to evolve, the demand for products like Solgar D3 Calcium is likely to rise, reflecting a broader shift toward healthier, more transparent food options.
