If there’s one trend that touches nearly every area of the food industry—from formulation to marketing, from ingredients to finished products—it’s clean label. But unlike certifications such as USDA Organic or Non-GMO Project Verified, the term “clean label” does not have a set definition or set of criteria. As a result, consumers and brands can assign any definition aligning with their particular values to this term, which may at least partly explain its popularity.
Awareness of product factors related to clean or clear labeling has spread to the mainstream. According to the 2016 “Food and Health” survey from the International Food Information Council (IFIC), aspects related to clean-label foods continue to factor into dietary decisions. When asked how they define a “healthy eating style,” 41 percent of respondents chose “limited or no artificial ingredients or preservatives.” Also, when making a purchasing decision, IFIC found that almost half of respondents (47 percent) look at the ingredients list. When asked to define “natural” food, 29 percent of respondents in the IFIC survey said “natural” is “associated with having no preservatives or additives.”