Clean label: A leading trend

There has been a noticeable shift in consumer preferences toward clean label supplements in recent years. More than ever, consumers these days are concerned about their personal health and well-being and are keen on looking for informative product labels for correct usage. These trends are proving to be beneficial not only for the manufacturers but for the retailers and consumers too as they fulfil the criteria of a healthy diet. One such trend which has been accepted widely by the industry is that of a clean label.

The clean label movement began in the UK when food safety was a major concern due to the increased number of scandals. This created a need for traceability of the food ingredients through which the customers’ trust could be won. However, over the years the definition of clean label has changed due to consumers’ increased concerns regarding health, nutrition and well-being. The clean label movement is currently growing across the globe and it is expected to spread across various industries including pharmaceuticals company too.

There is no clear industry definition for a clean label concept but broadly speaking, a clean label product is a product which contains one or more ingredients which are easy to recognize, understand and are unprocessed or natural. These supplements prioritize natural and minimally processed ingredients, providing consumers with a clear understanding of what they put into their bodies. As a response to an increase in demand for transparency and healthier products, the concept of clean labelling has gained popularity in the pharmaceutical and nutraceutical industry. Clean labelling entails providing clear and concise information about the ingredients used in a product, including their source and purpose.

Understanding clean label ingredients is essential in today's consumer-driven market. While there isn't a formal regulatory definition, clean label is primarily shaped by consumer perception of ingredient acceptability, label claim preferences, and other factors. Clean label ingredients are recognized and accepted by consumers, free from genetically modified organisms (GMOs), and do not sound artificial.

Consumers want products that are closest to nature made from ingredients that are understood, expected and authentic. They're counting on you to provide clean and simple labels with fewer yet familiar ingredients that are free from undesirable additives.

This definition has evolved to describe clean label products as:

• Only made with ingredients that are recognized and accepted by consumers.
• Free of ingredients that are artificial-sounding or misleading.
• Containing no genetically modified ingredients (non-GMO); and
• Having an ingredient listing that is consistent with the consumer’s understanding of on-pack claims.

The purpose of a clean label is to satisfy the need of consumers to identify healthy and natural food. Consumers, nowadays, are more cautious about the food they intake, hence, they pay a lot more attention to the label for nutritional value and claims such as gluten-free, organic, etc. To meet this requirement of the consumers, manufacturers are replacing artificial ingredients with processed ones.

The clean-label movement is complicated and full of challenges. The first consideration is the functionality of natural ingredients. Many chemicals or additives are used to ensure the safety of products or to maintain shelf life. It should also be noted that clean labelling involves more than removing ingredients, because these ingredients may not work alone in products.

Clean label and Natural

Not all clean label products can contain the claim “natural” food product. For example, “Natural colours” such as carotenoids, beet anthocyanins, and chlorophyll are not permitted in “natural” food products, even though they are acceptable in clean label products.

Natural anti-microbial or preservatives such as cultured vegetable juice, cherry powder and vinegar are not allowed in products that claim “natural” food products. However, such preservatives are allowed in clean label products.

Clean label and Organic

USDA’s National Organic Program has permitted the use of compounds such as xanthum gum, and calcium hydroxide in organic products; however, such products cannot be considered as clean label products.

The development of new formula is generally very complex, in order to produce similar products, meeting the standards of shelf life, texture, colour etc. that consumers are used to and expect. Indeed, clean label ingredients, if they provide the expected functionalities, can also create taste problems in finished products.

Regulatory aspects

Regulatory authorities throughout the world such as the Food and Drug Administration, and the European Food Safety Authority have shied away from clearly defining clean label or clean label terms such as “all natural” or “pure” or “organic”. The term organic being the best defined among the three, “organic certifications” undergo strict government regulatory procedures in many countries. However, the use of ambiguous terms in labels that fit the clean label movement needs to be approached with caution. The FDA clearly states that a product cannot be termed as natural if it has preservatives in it. Some other terms companies should be wary of when claiming are “raw,” “handmade,” “wholesome” and “nutritious.”

Some private organizations and non-governmental organizations i.e. Go Clean label, Clean label Project, Certified C.L.E.A.N etc provide clean label certifications and have their own clean label certification logos. These certification marks show standardized procedure for assessing clean label claims keeping the product developer on toes regarding the product label.

Transparency approach for clean label is essential so that the premium requested is accepted by the consumer. Communication is a key element of these new approaches. As the clean label is not legally framed, it is essential that manufacturer of clean label educate people so that formulators have confidence in these new products. The case study will also make it possible to strengthen the acceptability of this products.

Conclusion

So, in the end, clean labels are statements of food that are simple and understandable, clean label movement is rapidly spreading across the globe. Today’s Generation after COVID are also demanding that the food companies need to become transparent about their claims. As more consumers are reading the pack claims, the clean label movement is spilling over from food and beverage industries to industries such as the pet food industry, cosmetic industry, and even pharmaceutical industry. Protecting consumers by offering maximum information on allergens, ingredients and assessing and reacting to potential risks is key to maintaining safety and earning trust.