As “clean label” moves from trend to standard, consumers want ingredient transparency, trust, and product understanding. Clean label creates cost, stability, and sensory challenges for food and beverage manufacturers, especially since there currently is no clear definition.
Consumer researcher NPD Group reports that the top consumer trend of 2016 focuses on the desire for consumers to eat “real” and “natural” foods and beverages. According to the 2015 Deloitte Food Value Equation Survey, by Deloitte Touche Tohmatsu Ltd., consumers are “making purchase decisions based on evolving value drivers.” Such evolving drivers have always been present in the minds of consumers but more than half of consumers surveyed report that they value concerns of health, wellness, and transparency. This also is coupled with a nearly as consistent demand for quality, competitive prices, and nutritionally sound products.