by Cara Rasch
July 9, 2024
The perception of "cleaner" products varies based on different factors. Unprocessed and minimally processed foods containing recognizable ingredients, such as fresh produce, eggs, or coffee rank higher.
Remember the days of deciphering cryptic ingredient lists, wondering what exactly lurked within your favorite packaged foods? Consumers are now demanding more of their food products, and transparency is a key ingredient in the recipe for success.
According to Packaged Facts’ new June 2024 report Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods, the market for clean label and organic foods is continuing to grow. Packaged Facts’ May 2024 National Online Consumer Survey reveals that 51% of respondents seek out clean label packaged foods, while 40% seek out organic foods.
This Packaged Facts report analyses trends among consumers who buy and eat organic and clean label food and beverage products. The scope of analysis is centered on consumer perceptions, motivations, and behavior.
There is no single definition, but “clean label” generally refers to food products that are considered healthier or higher quality because they are “closer to the basics”. This goes beyond simply avoiding artificial ingredients and preservatives. Consumers are increasingly interested in the story behind their food – where it comes from, how it is produced, and the company’s commitment to ethical and sustainable practices.
Clean labels are also about fostering trust. Consumers want to know they are making informed choices that align with their values. This can encompass everything from the sourcing of ingredients (such as coming from local farms or following fair trade practices) to the environmental impact of production and packaging. Clean labels are not only about how food can impact us and our bodies, but also about the impact that food choices have on the world around us.
Companies that can effectively tell the story behind their clean label offerings are more likely to resonate with today’s conscious consumers.
Clean label is a spectrum. Products can be perceived as “cleaner” depending on various factors. Unprocessed and minimally processed foods with recognizable ingredients, like fresh produce, eggs, or coffee rank high on the clean scale.
On the other hand, frozen meals or plant-based alternatives are often “ultra-processed” foods, which tend to be of most concern to clean label consumers. Though these products are convenient and often highly palatable, they tend to be the least healthy and do not resemble foods that consumers can make in their own kitchens. That said, ultra-processed foods can be considered healthy when the designation is driven by use of nutritional fortification and fat and sugar levels are otherwise reasonable.
Simple and wholesome foods are what clean label consumers want, often for the nostalgia of a time when people were more closely involved in the methods of production.
Nonetheless, clean label and organic consumers share in the overall tendency to avoid products that do not taste good. Additionally, they often seek out convenient foods, which are usually processed or even ultra-processed. Many of these – including heat-and-eat meals and snack foods that might otherwise be “ultra-processed” – are being released in the clean label and organic space to provide good taste and convenience in tandem with cleaner labels (e.g., no artificial preservatives or colors and healthier nutrient profiles than conventional offerings).
The clean label movement is a reflection of changing demographics and evolving consumer priorities. Key target markets for clean label products include:
Higher-income and younger consumers: These demographics often prioritize quality, health, and ethical practices. They are willing to pay a premium for products that align with their values.
Parents with young children: Parents are particularly invested in providing their children with healthy, wholesome food. Clean label options offer a sense of security and control over what goes into their kids’ bodies.
The clean label movement is a wake-up call for the food industry. By embracing transparency and reformulating products to meet consumer demands, manufacturers and retailers can position themselves for success in this evolving marketplace. This means:
Prioritizing clean ingredients: Consumers want recognizable ingredients they can trust. Simplifying ingredient lists and eliminating artificial additives is a key step.
Embracing sustainable practices: Consumers are increasingly concerned about the environmental impact of their food choices. Focusing on sustainable sourcing, responsible packaging, and minimizing waste resonates with clean label consumers.
Telling a transparent story: Communicate the story behind your product, from farm to fork. Highlight your commitment to ethical sourcing, sustainable practices, and social responsibility.
Clean label is more than just a marketing buzzword; it is a reflection of a fundamental shift in consumer behavior. By embracing transparency and building trust, food manufacturers and retailers can tap into this growing market and ensure they remain relevant in the age of the conscious consumer.
About the blogger:
Cara Rasch is a food and beverage analyst for Packaged Facts. She studies consumer and industry trends in this space and has a B.A. in economics from Allegheny College.
Additional analysis on the organic and clean label consumers can be found in the June 2024 Packaged Facts report Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods.
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