“Clean labeling” has long been a trend in the food and beverage sector, and it’s not standing still. Emma Schofield, Associate Director of Global Food Science at Inventec, reveals how the trend is evolving in the face of changing regulation, processing levels and environmentally friendly consumers.

The “clean label” trend

The “clean label” trend is based on consumer perception. Like “natural” and “healthy,” there is no legal definition of “clean label,” so consumers are left to their own interpretation.

According to Schofield, “Clean labeling is fundamentally about not adding ingredients that are considered unnatural or artificial, such as artificial sweeteners, MSG, nitrates or artificial flavors.”

In addition, Inventec has observed that “clean” products intentionally omit highly refined ingredients, even those that don’t fall into the additives category, Schofield explains: “Refined sugars (e.g., high fructose corn syrup), modified starches, or refined fats (e.g., partially hydrogenated oils that contain trans fats) are not included. ingredients such as refined sugars (e.g., high fructose corn syrup), modified starches, or refined fats (e.g., partially hydrogenated oils containing trans fats) are often incompatible with what consumers perceive as clean or natural products.”

The new spin on “clean labeling”

However, the trend is not all about eliminating “unnatural” or highly refined ingredients. Ingenics has observed a new shift in the “clean label” trend. The market research firm has noticed product claims ranging from gluten-free to dairy-free and soy-free, and Schofield believes these products will lead the way in “clean labeling”.

“Many consumers are now embracing these diets as a lifestyle trend. As a result, some consumers believe it is ‘cleaner’ and ‘healthier’ to avoid these allergens or ingredients associated with intolerance.”

Another key factor in this trend, according to Schofield, is the trend toward “clean” eating. In some countries, the trend towards ‘clean labeling’ has supported the emergence of social media-driven ‘clean’ eating.

Inventec also identified an opportunity for brands to associate “clean” with “green”. Just as consumers associate “clean” and “natural” attributes with their health, they also associate “clean” and “natural” attributes with the health of the planet. “attributes to the health of the planet. According to an Ingenuity survey, 56 percent of U.S. consumers believe that “natural” or organic foods are safer for the environment than conventional foods, and 61 percent believe they are healthier. “The convergence of ‘clean and green,’ or the health of people and the planet, is helping to shape the next generation of labels.”

What’s driving the trend

A key reason for the “clean label” trend, and its long-term popularity, stems from consumers’ interest in natural foods. Schofield explains, “Because it’s better for your health.”

According to research by Inventec, consumers often believe that deeply processed and artificial ingredients are bad for their health.75% of French consumers believe that overly processed foods are bad for their health.49% of Spanish consumers and 50% of Italian consumers say they avoid products with artificial ingredients in order to eat healthily. The link between healthy and natural is a very important driver of the clean label trend.

Regulation is another key driver. For example, as of August 7, white titanium dioxide (E171) will no longer be authorized as a food additive in the EU. Titanium dioxide (TiO2 for short) is classified as a probable human carcinogen by the UN’s International Agency for Research on Cancer (IARC). It has been banned from January 1, 2020 in France. Nitrates in cured meats are another controversial issue. France intends to reduce its use of nitrates after the French national health agency confirmed that they increase the risk of cancer.

Schofield noted that the “clean label” trend has had a significant impact on the food industry’s NPD product lines. Regulatory activity will continue to drive demand for “cleaner” alternatives in these related categories.

Another key driver of the “clean label” trend is social media. Social media may have an impact. Research from Inventec shows that 31% of UK consumers look to social media for healthy eating inspiration.

The future

“How will the ‘clean label’ trend continue to develop? Inventec is confident that consumer interest in ‘clean’ and ‘natural’ foods will remain strong.

In the future, consumers will pay more attention not only to the ingredient list, but also to the technology and degree of processing that goes into the formulation of a product. “While processing is not necessarily nutritionally relevant, we’ve seen a lot of attention paid to the topic of ultra-processed foods lately. A lot of studies have linked the consumption of ultra-processed foods to health.” Research from Ingenics shows that 61% of consumers believe ultra-processed foods are harmful to their health.

In France, the National Health and Nutrition Program has set a goal to reduce consumption of ultra-processed foods by 20 percent, which Schofield believes may draw attention to different processing techniques. Many processing techniques resonate “quite positively” with consumers on the basis of being “natural” and “clean”. These tend to be more traditional processing techniques, rather than industrial or factory-centered. The likes of stone-ground, sun-dried and naturally fermented may resonate positively in terms of being healthy and natural. Therefore, as part of the next generation of clean labeling, consumers should consider the degree and type of processing of the product.

“Natural Nutrition is another emerging trend in the Clean Label space. In addition to looking at what can be removed from a product, Inventec is encouraging brands to explore what can be added to convey a “clean label” image.

Schofield explains that many consumers believe in the health-promoting benefits of natural ingredients such as botanicals (e.g., ginseng) or so-called superfruits (e.g., blueberries). Research by Inventec also shows that 71% of French consumers prefer “natural”, health-promoting ingredients such as ginger and turmeric to fortified foods with added vitamins.