In recent years, we can see that more and more food and beverage brands advocate "Naked", "Zero", "Hand-Made" and other claims to attract the attention of consumers. This kind of products also get higher consumption growth due to the growing concern of consumers for health and nutrition.

With these claims that are more "natural", less added, or less processed, we call them "cleaning labels". Now, driven by the strong consumption trend, the global clean label product market is booming in recent years.

Euromonitor's valuation of the clean label product market shows that the global clean label product market will reach US $180 billion by 2020

The development and trend of clean label

The rise of clean label is not accidental. The concept of advocating nature and paying attention to sustainable development in contemporary society has created the background for its birth.

The "clean label" is the key to the food industry, in line with the general trend of consumers' pursuit of "nature, nutrition and health". The "non additive" food, which is produced by the "clean label", is widely sought after by consumers, and the addition of natural ingredients correspondingly improves the profit margin of manufacturers. Therefore, the system has spread rapidly from the European Union to the world, and has gradually become a trend in the Asia Pacific Region in recent years.

In various food categories, dairy products are undoubtedly the forefront of clean label driven. In recent years, especially in China, clean label is widely recognized by consumers in the field of dairy products. At the same time, in Mintel 2018's prediction of sauce, clean label has become an important trend in the future.

What do consumers think about Clean Label?

"Clean label" is not a familiar term for consumers, and it is difficult for consumers to distinguish the difference between clean label and simplicity and naturalness. However, modern consumers can access more information, and they also hope to have more right to know, which comes from choosing the food they think is beneficial to their health.

When they choose packaged food and drink, they usually refer to the ingredients list and the claims on the package to determine which products they accept and which products they do not accept. And consumers in every region of the world show different tendencies.

Europe: a hot cleaning motion

According to Mintel's research on the lifestyle of European consumers, more than one third of European consumers have strong consumer demand for clean label products.

A consumer survey conducted by ingredion and Market Research Group MMR also shows that 70% of European consumers often or always read the claims on the front of the packaging; "natural / all natural" is the most favorite claim of European consumers, and most consumers will consider changing brands; the category most concerned about "clean label" is baby food.

North America: the popularity of "Natural"

In 2015, the retail sales of natural organic food and beverage in the United States exceeded US $80 billion, and the retail market of natural organic food and beverage is expected to grow by more than 13% annually. 74% of the respondents think "natural" means "healthier".
According to a global consumer survey on clean labels conducted by ingredion irean in collaboration with MMR research worldwide, the growing demand for natural, organic and even non genetically modified ingredients has driven food producers to increasingly prefer natural food ingredients.

Asia Pacific: a rising star

The middle class in the Asia Pacific region has grown, consumers have higher expectations for food quality and pay more attention to food composition. Consumers are increasingly focusing on the types of food ingredients and the production methods of food producers.

We have also collected and collated the relevant claims of cleaning label products that have been on the market in recent years. As can be seen, the claims now are more diversified. In addition to the traditional ones such as "without additives", "natural", "organic", there are also some relatively new claims, such as "pure / simple", "true", "mother's formula", etc It can help you quickly find the right promotion points for the brand objectives in product development

If you have interest, pls contact Qingdao Healthchem Biotech Co., Ltd. Email: sales@healthchembio.com

Source: http://www.foodaily.com/industry/show.php?itemid=7821