Consumer Interest in Clean Labels
More than one in four consumers consider clean label as an important indicator of health. A significant portion of consumers, nearly 41%, are familiar with the term "clean label," and 78% find it appealing once it is defined to them
Paying More For Clean Label Products
A large number of consumers, about 78%, are willing to pay more for products that make natural claims, including those labeled as clean label. This willingness persists despite overall economic pressures such as inflation, suggesting a strong consumer commitment to healthier and more transparent products.
Clean Label and Consumer Shopping Labels
The clean label trend is not just about health but also incorporates aspects of transparency and environmental responsibility. Consumers are increasingly looking for products that are not only free from additives and preservatives but also offer environmental benefits.
Growth of Clean Label Products
The market for clean label ingredients and products is expected to continue growing, driven by consumer demand for natural and transparent product labels. This trend is reflected across various product categories and is particularly prominent in products aimed at children and everyday food items.
A survey conducted by Beneva Market Insights found that over one in four consumers prioritize clean label products as a route to healthier eating. The same survey noted that clean label products are increasingly associated with environmental sustainability.
Nearly one in three new products launched come with some type of clean label claim. Among these, claims related to the absence of additives and preservatives are the most common.
Consumer understanding and demands around clean labels vary significantly across regions. For instance, in North America, clean label often focuses on the absence of additives, whereas in Asia, the focus may shift more towards environmental sustainability.
A study by Beneva highlighted that nearly half of the global consumers surveyed (46%) are willing to pay 20-30% more for products carrying a natural claim. This indicates a strong market potential for clean label products despite economic constraints like inflation.
Brands that adopt clean label practices are not only meeting consumer demands but are also seeing an increase in sales velocity, which suggests a competitive advantage in the marketplace.
