The rise of clean label
in consumer’s expectations
Today, consumers are more and more health-conscious and environment friendly: they are increasingly inquisitive about the natural origin, traceability, and nutritional or sustainability impact of the food they buy and eat.
The expectation for transparency and simplicity explains the significant growth of the “free-from” claim.
→ 74% of US consumers want more transparency in food and drink ingredients,
→ 53% of Chinese people pay attention to additives and preservatives in food and drink labels
→ 1/3 of Europeans are avoiding the the word “artificial” on a packaging.
This strong requirement for naturality and clarity is guiding this clean label and clear label trends, slowly becoming the industry standard.