Consumers ‘actively seek’ clean-label alternatives

By Noli Dinkovski

- Last updated on GMT

Clean-label: bakery purchasers are influenced by such claims (credit: Peter Booth)
Clean-label: bakery purchasers are influenced by such claims (credit: Peter Booth)
Almost a third of consumers actively seek products with some form of clean-label claim, while 70% of those purchasing dairy and bakery products say such claims influence their buying decisions, research by Ingredion has found.

In its Cracking the Clean Label Code ​study of 1,000 consumers, Ingredion said consumers are not only seeking ‘natural’, ‘additive-free’ alternatives for staple products like bread and yogurt, but that more indulgent categories such as dairy desserts and cakes can also benefit from such claims.

Shelf-appeal

The study demonstrates the importance of clean-label claims in enhancing the shelf appeal of dairy and bakery goods, suggested Mona Schmitz-Hübsch, European marketing manager at Ingredion.

“By providing information on the impact of different types of clean-label claims on consumers, this report helps food manufacturers successfully develop new products, and reformulate existing ones, in the dairy and bakery clean-label space,”​ she added.

Clean-label healthier

The report also found that while consumers perceive clean-label products to be healthier, this should not be achieved at the expense of taste or texture. Great-tasting products that deliver the right eating experience remained a priority.

“In dairy, for example, yogurts are considered both as health foods and an indulgent treat. The challenge for manufacturers is to deliver clean-label desserts that taste great and offer thecreamy, thick texture the consumer expects,”​ Schmitz-Hübsch said.

“At the same time, sweeteners and artificial colourings are, in the main, unacceptable in dairy.”

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