Clean and clear labeling is a well-established trend in the food and drinks industry to the extent that it is becoming widely regarded as a standard. 
In 2019, more than one-quarter of global food and drinks launches (including supplements) tracked by Innova Market Insights used a clean label claim of some kind (no additives/preservatives, natural, organic or GMO free), rising to 37% in North America and an even more impressive 46% in Australia/New Zealand.  Furthermore, this share is continuing to rise, with an annual average growth rate of 7% from 2015 to 2019.

With this trend now established, consumer interest increasingly is shifting to other aspects of clean food and drinks. Sustainability has emerged as a key driver, particularly with regard to packaging and plastics.