Adopt the clean label trend

The reality of the persistent yet evolving consumer preference for clean products

Clean label has been one of the biggest trends to hit the food industry in recent years. It comes with the need for consumers to know what they are eating, and that it is good for their wellbeing.

This fact has not prevented the clean label trend from evolving, as preferences have continued to change with the increase of knowledge and awareness.

The clean-eating movement

Consumers formerly showed preference for fat-free, sugar-free, low-carbohydrate foods. However, later observations of shoppers showed that they deem other attributes as important i.e. foods that are organic, of 100% natural origin, high in protein, gluten-free, allergen free, and contain antioxidants.

More current trends further show that consumers want to buy locally sourced foods that are free of artificial ingredients, additives, preservatives, GMOs, or antibiotics. Consumers demand pantry cupboard ingredients, with no E-numbers, or genetically enhanced produce. Clean label calls for the transparency of indicating what is NOT on the ingredients list, which gives consumers a better opportunity of making an informed choice.

Through the consumer lens

Consumers increasingly associate clean label with foods and beverages that are closer to nature, made with recognizable ingredients, and free from unnecessary additives. This perception continues to shape expectations in the market, with brands actively responding by reformulating and developing products that reflect greater transparency and simplicity.

Consumers want it simple

Though clean label is a modern-day phenomenon in the food industry, consumers seem unaware of its importance when used as a “label of certification”. They go for simplicity and the unpretentious stating of what is not on the list e.g. No artificial colors, No preservatives, No GMOs, No gluten, No allergens, No MSG, etc. The importance of clean label lies in the manufacturing process, where non desirable traits are to be preempted before they fail under the discerning eye of the “clean” consumer.

Clean eating is not a fad

More shoppers are looking at the back of the package to see exactly what their food consists of. The check list for what additives food should not contain constantly increases as the clean eating trend progresses. However, the popularity of food that has few recognizable, and pronounceable ingredients continues. Consumers also want to know where their food and beverages come from, so they are bound to look further into the manufacturing processes. Future projections lean towards consumers seeking knowledge not only of what they are consuming, but also of the supply chain, along with the ethics and environmental impact of production. These are factors for food and beverage manufacturers to consider if they are to stay ahead of trends.

Clean label continues to shape food innovation

Consumers are paying closer attention to product claims than ever before, increasingly associating clean label positioning with healthier, more natural food choices. Claims such as no preservatives or additives, natural, organic, GMO-free, and ethical or environmental have become powerful purchase drivers, influencing buying decisions across categories.

Food manufacturers are responding to this global shift by developing products that meet growing consumer expectations for transparency and simplicity. In fact, 30% of all new global food and beverage launches now carry a clean label claim, demonstrating that clean label is no longer a niche trend but a key focus for product innovation worldwide.

For the future of your brand

If you are looking to clean up your brand, or to launch clean label products, Essentia Protein Solutions provide a wide range of meat-based ingredients that will suit your requirements. Whether your needs lie towards providing clean authentic flavors, natural nutritional enhancement, or the improvement of the quality of your foods, our products will help you deliver clean products that are free of artificial influence.

All Essentia ingredients are clean by nature and tie well into the desire for authentic food ingredients.

We want to provide transparency about how and where raw materials are sourced, and we do this to contribute to establishing the highest level of trust throughout this area of your supply-chain.

Essentia provides the opportunity of co-creating and innovating among experts in the food industry, in order to manufacture excellent products that consumers will appreciate. Contact us to find out how your experts can co-create with ours.