The Clean Label movement continues to evolve: while at the beginning labels such as "organic" or "with natural ingredients" were enough, the terms meanwhile became more specific. "Free from" predominates over the so-called "Plus ..." labels.
Naturalness is already presupposed, but the more accurate the information, the better for the product. This development has already clearly changed in the US during the years 2013 to 2017. Meanwhile, clean label claims are strongly favoured over "all organic" claims. The proportion of launched products containing the label "no additives" increased from 18 percent to 22 percent. In contrast, in 2013, 14 percent of new products still carried the "all organic" label, while in 2017, only 8 percent of the launched foods and drinks contained this addition.
Transparency will continue to drive consumer confidence. Claims that provide clear information about manufacturing and ingredients will resonate with consumers' needs.
While it was sufficient in the past to present claims such as "GMO-free", "without additives", "without preservatives", etc., it will be more necessary in the future to provide more detailed information on the product.
The next generation of Clean Label products will go one step further and prove that the promise is kept on the label. In addition to the increasing transparency of information it will be required that not only the ingredients meet the consumer needs, but the whole product is made clean and ethically correct. All aspects of the product must be considered: An environmentally friendly packaging, the processing and the origin of the ingredients used.
Sustainable products are evidently associated with healthy products. For example, 24 percent of US consumers between the ages of 18 and 34 consider foods with sustainable claims to be healthy. Accordingly, clean label brands should in the future include and communicate ethical and environmental aspects. In Europe in particular, animal welfare is given greater prominence, and in the future, in particular, organic labels will have to educate consumers about the production of the product.
(Source: Mintel GNDP)
The next generation of Clean Label products will go one step further and prove that the promise is kept and the product is trustworthy.
However, overloading information would overwhelm consumers, especially if it is unnecessary. As already indicated from the Mintel 2018 packaging trend "Clean Label 2.0", today's consumers are more informed than before. They would reject a product that would confuse them in terms of transparency, origin and authenticity. So products should provide relevant information that gives clarity!
The food trend expert Hanni Rützler has recognized the decisive developments, in her food reports from 2018 and 2019, which will continue to accompany us in the next few years in the beverage and food industry.
Clean food, low-processed foods and plant-based foods are among the top.
These are some of the most important trends according to the expert:
Clean Label products will continue to gain importance in the future beverage market. The following applies: Naturalness is key! In addition to providing transparent information about the origin and processing of the ingredients used, compliance with ethical and eco-compatible standards will be an important purchase criterion for consumers in the future.
Director of Marketing & Communication