The Clean Label Evolution: Defensive Formulations to Purposeful Inclusion

Gone are the days when "clean label" simply meant ridding products of "scary" sounding ingredients. The future of "clean label" is far richer—it's about proudly championing every ingredient's purpose while offering the transparency consumers deserve.

Historically, the clean label movement was reactive. A staggering 45% of U.S. consumers did not even know what “clean label” meant pre-2017. Brands scrambled to simplify ingredient lists, driven more by the fear of consumer backlash than by a genuine understanding of what those ingredients did.

Today's informed consumer doesn't just want fewer ingredients; they want to understand the purpose each one. A clear majority, 75% of global consumers, associate clean-label products with being "natural". They're questioning: "Why is this ingredient here? What's its purpose?". Brands, sensing this shift, are moving away from hiding or removing ingredients towards celebrating their role.

This is a revolutionary step. It's not just about labeling an ingredient as “bad” or “good”, but about understanding its role, its source, its impact. We're witnessing a transition from defensive formulations to proactive, purposeful inclusion.

The digital age has empowered consumers to become both critic and advocate. With 78% of consumers finding "clean label" appealing once they understand its definition, and an astounding 82% willing to switch brands for more transparent ingredients, the economic implications for brands are profound. Those that resonate in this new era will be brands that take immense pride in every single ingredient and are vocal about it.

The path isn't without its challenges. Brands face the daunting task of both educating and marketing. It's a dual responsibility, but one that offers substantial rewards. For example, 54% of consumers believe nutritional labels could be made simpler, showing an appetite for clearer communication.

Brands that engage in a genuine, transparent dialogue with consumers can navigate these challenges, benefiting from a global market for clean-label ingredients that's projected to hit $64.1 billion by 2026. Consider Raw Pressery, a brand of cold-pressed juices that go beyond just stating they use “organic ingredients”: they celebrate the entire journey, highlighting the farmers, the land, the techniques, and the passion behind every bottle.

Ingredion, with its data-driven approach, is another example. They've identified rising consumer demand for ingredients like rice flour and citrus fiber and understand the underlying narrative: it's not just about being natural, but about sustainability, health, and a commitment to quality. Their research shows 78% of consumers will pay more for products with clean label claims, with 46% willing to pay 20%-30% more.

The "clean label" of the future is about transparency, purpose and a genuine dialogue. Brands, it's time to not just adapt, but to champion this shift. Celebrate each ingredient, engage authentically with consumers, and redefine what “clean” truly means.

In a world that craves authenticity, bolstered by the undeniable force of data, the clean label has evolved. Discover how Chew lives and breathes this mentality and how we can ensure longevity for your products. Contact us today at [email protected] for a free consultation and worksession.

Sources: Ingredion, Allied Market Research, Mintel, Innova Market Insights