A 2012 Food Alert article discussed the clean label trend, and while this article argues that the term is just a new moniker for an old trend, it is still being used in 2016. However, it seems that the term still doesn’t hold a lot of meaning for consumers. Recent research from Canadean found that globally over a third of consumers don’t know what clean label means, and this rises to almost 50% of consumers in the US. One of the reasons for this confusion is probably the fact that there is no strict definition for what clean label actually means. It simply signifies less processed, natural foods, with a limited amount of simple ingredients.
So is it worth investing resources in a trend that is so amorphous and little understood by consumers? While the actual term may not be used by consumers, the qualities it embodies are certainly of importance. As our Keeping it Real consumer lifestyle trend illustrates, people are still interested in products that are as close to nature as possible. Though even if your product fits this criterion it may not be enough for today’s demanding consumer, as Euromonitor recently outlined that consumers now expect their clean label products to deliver on functionality as well as purity.
It is also important to remember that clean label doesn’t resonate with all consumers in the same way. Canadean’s research in the US found that for younger consumers’ clean label was understood in terms of foods that were natural and organic, whereas the focus for older consumers was on the removal of negative ingredients. The trend will also play differently in different markets. Euromonitor notes its potential in China, where it offers consumers reassurance around food safety issues.
So, if you want to adopt clean labeling it requires strong consumer insight to reap the full benefits. It may not be enough to simply highlight through your labeling the use of only a few natural ingredients. Your consumer may also be looking to understand what are the intrinsic benefits of these ingredients, or they might want to also know what ingredients they have avoided by choosing your product or need it explicitly stated that there is full transparency throughout the supply chain. If you understand what clean label means to your particular consumer and why it is important to them, then there are definite possibilities.
For more information contact amy.bond@bordbia.ie
