The desire for safe, healthy food isn’t necessarily new, but it has been picking up steam … big time. While the FDA may not have a definition for what exactly counts as a “clean label,” consumers are asking to buy them. As bakers, we need to simplify our formulas with natural solutions.
According to Nielsen, the share of clean label sales has increased in the last two years, making up to 33 percent of total food and beverage sales this year. Younger generations—namely millennials—seem to be driving the trend. But it’s bigger than just them. At least 93 percent of U.S. households have purchased a clean label product at a grocery store.