With more than three out of four consumers worldwide claiming to read ingredient labels, it has become critical that food and beverage manufacturers offer clean-label products consumers can trust. Like the term “natural,” “clean label” has no legal definition, so when it comes to innovative approaches, reformulating, and developing products to carry an allergen-free and clean label, research chefs and manufacturers can find ingredient options confusing.
“Consumers are complex and contradictory, but they’re also really fickle, so there’s always room for something new,” says Lynn Dornblaser, director of innovation and insight for the consumer research group Mintel. “However, one thing that hits home for many consumers, and will encourage repeat purchases, is striking the right balance of indulgence and healthy.” Today, that means products must have a component that’s considered “wholesome” and “natural.”