Although far from scientific, clean label has become widely accepted and embraced by consumers and the food industry alike.

Clean label is a term widely defined by the collective and further refined by personal perspective. Without a standard definition for clean label, many consumers have resorted to a shorthand – ingredients that you can easily identify or that are available in your own kitchen in addition to relying on brand integrity for transparency, according to Jonathan Davis, vice president - culinary, La Brea Bakery, Los Angeles.

The definition must also consider that not everyone understands that the ingredient list includes molecular names for many natural ingredients, cautioned Darren Seifer, industry advisor, consumer goods and foodservice insights, Circana, Chicago. Even something as innocuous as enriched wheat flour could cause confusion with requirements to list all of the enriched ingredients, which could make consumers think something more was added.

“Today’s consumers are definitely more educated on ingredients as a whole and the derivatives of those ingredients,” Davis said. “But there are some that still take them by surprise. Cellulose, for example, is naturally occurring, but consumers might not expect it to be on the ingredient list for their bread.”

Offering guidance

A TrendTracker report from Cargill, Minneapolis, finds consumers increasingly mindful of the food they consume with almost half saying they’re interested in clean eating. This is reflected in the growth of the global market with a CAGR of 8.65% and reach of $32 billion by 2026, according to the Global Clean Label Ingredients Market (2020-2026).

Beyond having a more desirable label, clean ingredients can also offer benefits such as margin management, functional performance and nutritional and wellness appeal, depending on the ingredient, according to Janelle Litel, senior manager, content strategy, and manager, public relations and trade media communications, Ingredion, Westchester, Ill.

To guide its customers in shaping their label and guiding formulation and reformulation strategies, the Ingredion Insights Center of Excellence has conducted proprietary studies to identify the ingredients, benefits and claims that add value to consumers across markets and categories.

Dawn Foods, Jackson, Mich., finds that consumers seek out clean label products made with real ingredients without sacrificing great taste. The company applies its depth of expertise with consumer insights and partnerships to understand customer needs in the formulation of delicious products.

Transparency for better understanding

According to Ardent Mills’ Trend to Table Report, 85% of consumers say ingredients play a role in what foods they choose to eat. This indicates that consumers are more likely to review food labels and ingredient lists, according to Jessica Strouse, senior marketing manager, Ardent Mills, Denver.

“Using this information, our team of R&D experts are able to collaborate with our customers to help create solutions that provide the ingredient transparency consumers seek,” she continued.

But some maintain that a shorter ingredient list isn’t always better, observed Tiffany Syrop, head of marketing, Abe’s Vegan Muffins, Nyack, N.Y. The company tries to add as much transparency to its labels as possible, especially for consumers who rely on labels to double-check for allergens. For example, the company clarifies its flour as both non-GMO and made with wheat and malted barley, instead of just listing “flour.”

“Clearly, shoppers want to know not just about the food they are purchasing but also about the business practices of both product suppliers and food retailers,” said Krystal Register, vice president, health and well-being, for FMI – The Food Industry Association.

The FMI Transparency Trends 2023 (with Nielsen IQ) report shows more trust, loyalty and purchases from brands who are transparent. Additionally, consumers are becoming accustomed to giving more scrutiny to products purchased online, and this behavior may transfer to instore shopping. Label-friendly perceptions are also extending to how ingredients are sourced, processed and whether they are sustainably sourced, according to Amanda Beery, product marketing specialist, Cargill.

Culinary Tides, Overland Park, Fla., is seeing movement laterally towards a more holistic approach that combines health, safety, environmental sustainability and transparency to meet evolving consumer expectations, according to Suzy Badaracco, president. In its May newsletter, the trends forecaster profiled the growing confusion of what constitutes processed food.

The International Food Information Council, Washington, D.C., found that 1 in 5 consumers believe reducing the consumption of processed foods is a key strategy to healthier eating. Yet a belief that ultra-processed foods are unhealthy and cause harm to the environment could lead consumers to avoid consuming food with unfamiliar ingredients. But more than half also recognize that processed foods can still be part of a healthy diet, indicating a more nuanced understanding.

As ingredients continue to evolve and there are technological integrations into ingredient processing and handling, this understanding will continue to evolve. It might also include a more comprehensive “Clean Conscience” message with brands repackaging to highlight consumer benefits and product transparency while maintaining a core clean label identity, said Cathy Wisloski, manager insights and customer experience, Dawn Foods.

“Consumers and media are going to have more conversations about ‘ultra-processed’ foods,” Davis said. “It might sound terrible, but your wheat is ultra-processed because it’s milled—and it’s been milled for centuries. As an industry, we are going to be having more and more of these conversations about what these terms actually mean.”

For some, this might include looking for a front-of-package certification seal from the Clean Label Project, Broomfield, Co., as a marker of quality and distinction.

“We work with credible and leading influencers in the social spaces, brands, retailers and the medical community to get the information out as these are the outlets where parents, especially moms, look for information,” said Jackie Bowen, executive director, Clean Label Project.

Demographic and generational shifts

A subset of American shoppers, which Cargill has dubbed “Clean-Label Seekers,” are especially attuned to label scrutiny. As a group, these individuals are more educated, more affluent and far more scrutinizing than the general population with 84% reporting they are “extremely” or “very” likely to check ingredients.

Using in-depth consumer insights and data-driven research, Dawn Foods is identifying demographic and generational shifts over time. This includes an expanding definition of clean label as Millennial and Gen Z consumers align purchases with their values. As a result, volume sales for clean label baked goods are expected to grow among mindful Millennials and Gen Z consumers.

The Acosta Group found Gen Z and Millennials to be the strongest advocates of clean label products. This demographic is motivated by health benefits for themselves and their families. They tend to prioritize environmental sustainability and ethical sourcing and are more likely to look for products with eco-friendly packaging, organic ingredients, and certifications like fair trade, according to Badaracco.

In contrast, Gen X and Baby Boomers focus on health and safety aspects of clean label products, preferring items with no artificial additives, preservatives or high levels of sugar and salt. This group is more concerned with functional health benefits such as heart health, blood sugar management and overall nutritional value.Socioeconomically, higher-income consumers are willing to pay a premium for clean label products offering benefits such as organic certification, sustainability claims and high-quality sourcing practices. Conversely, price sensitivity influences the definition of clean label for lower-income consumers. This leads to greater focus on basic attributes like the absence of artificial ingredients while still being affordable. Value and cost-effectiveness may also be emphasized over additional certifications and claims, she continued.

Formulation with focus

The Trend to Table report found that 80% of consumers agree that “good for you” foods are important to dietary goals and priorities. But it’s not always easy to find clean label ingredients that meet quality parameters and match product attributes such as structure, height, weight, texture, color, flavor and moisture retention.

With no hard-and-fast definitions or clear-cut consumer motivations, it often feels like aiming at a moving target, Beery said. The replacement of legacy ingredients with more label friendly options narrows the range of what can be accomplished through re-formulation, leading to some tradeoffs.

“These ingredients are often very functional in recipes, but it’s rare to find a single drop-in solution, and the replacement ingredients may add to costs and/or require different processing,” said Aaron Reed, senior food technologist, Cargill. “Further, just because one solution works for one type of bakery application, there’s no guarantee it will work for another one.”

Consumers should also expect some changes in sensory attributes. Textures may change from light and fluffy to more dense and coarse. Appearances may change from bright white or vivid colors to cream or muted colors, and flavors can change from bold to subdued, according to Kathy Lewis, principal scientist, and Laurie Scanlin, principal scientist, Ardent Mills.

Differentiate and promote

In the end, acceptance of clean label all comes back to transparency with the ingredients you use and even the suppliers you use.

“Put your ingredient label front and center; talk about it and celebrate it,” Davis said.

This includes calling attention to real ingredients and any sustainably sourced ingredients that could attract conscious shoppers.

“Every touchpoint has an opportunity to communicate the brand and the operator’s commitment to mindful sourcing and production,” Wisloski said.

But ultimately, the power is in the hands of the consumer — people vote with their dollars in the grocery store. The choice of a clean label product can affect the whole supply chain and send a message to retailers which products are in demand, Syrop said.

“Mindful consumers will sustain the popularity of clean label products,” Wisloski said. “Consumers are acutely aware of how their choices affect their personal health, community and planet; they’re looking for authenticity. Operators need to be mindful of what they themselves stand for — so consumers can feel good about supporting those values with their dollars.”

This article is an excerpt from the July 2024 issue of Supermarket Perimeter. You can read the entire Clean Label feature and more in the digital edition here.