Page 26 - FoodFocusThailand No.184 July 2021

SPECIAL FOCUS
SPECIAL FOCUS

Clean Label:

in Food & Beverage Industry

To global consumers, the primary motivator behind ‘clean label’ is their health and well-being. On the other
hand, for the food industry, ‘clean label’ is known to be a big evolving trend that brands need to adapt rapidly
to stay relevant and stay ahead of the competition.

To do so, first, they must thoroughly understand consumers’ The Useful Trend Analysis for the Food and
perception of ‘clean label’. But without any legal and scientific definitions, Beverage Industry
‘clean labeling’ is undeniably one of the most challenging marketing 1. Consumers are Prioritizing Clean Labels More Than Ever
concepts. Clean labeling is now ranked No.1 in Clarkston’s 2021 Food and
In general, the ideas have often been referred to as bringing Beverage Trends . In its report, the company mentions that clean
2
transparency to consumer products. For some consumers, ‘clean label’ labels are now more important to consumers than ever before.
could mean product packaging with the information made easier for 2. Consumers Want to Buy Eco-Friendly Products
them to understand. For example, when flipping over a box, many grocery Similarly, a recent survey (February 2021) from GreenPrint , an
3
shoppers would appreciate seeing a shorter ingredient list with something environmental tech firm that helps all kinds of businesses to meet
they can comprehend, such as having ‘egg white’ or ‘egg white proteins’ sustainability goals, indicates that 78% of US consumers say they
instead of albumin or ovalbumin. are more likely to buy products that are clearly labeled as
Or, apart from things that are ‘natural’ and ‘wholesomeness’, clean environmentally friendly, and 64% do not mind paying extra for that.
labeling could also be associated with food that is minimally processed, 3. Clean Food Revolution will Change the World
eco-friendly, and made from socially responsible ingredients. According to Clarkston, there will be a significant change to how
Some buyers, meanwhile, prefer to relate the term with the ‘free organic food is classified. So far, “fresh, natural, and 100% organic”
from’ products that contain no ingredients with bad reputations like have been widely used on the labels to signify good food.
lactose, gluten, GMOs, and anything synthetic. But the company believes that the adjective ‘regenerative’ will
All in all, ‘clean label’ is very important for consumers and is always soon replace them, as the new Regenerative Organic Certified
related to them being mindful of food origins. Program (ROC™) has just been launched. This new certification
This is supported by a recent consumer survey done by Innova represents the highest organic standards for food ingredients that
Market Insights, a global market research firm specializing in the food promote soil health, animal welfare, and social fairness.
and beverage industry. Its 2020 survey report reveals that 85% of global 4. The Cleaner Living Trend is Broadening
consumers say knowing what’s in their food is very important to them, Last but not least, the cleaner living trend is expanding to include
while 59% want to know where their food comes from and how it is a broader range of shoppers over time and it may stick around longer
produced . than you think. As reported by Innova Market Insights in 2020, six in
1
With these numbers, there is no need to further explain why most ten global consumers want to know more about where their foods
food and beverage manufacturers should be embracing the concept of come from . Then, this year ‘Transparency Triumphs’ is ranked first
4
‘clean label’ and starting to reformulate their products right now. in the company’s Top Ten Trends for 2021 .
5
‘Clean label’, along with sustainability, is also included in this same
The Decade’s Megatrend: Clean Label Products category, considering that the trend is about increasing transparency
continue to Gain Momentum to meet sustainability and clean label demands.
The ‘clean label’ movement has been around for years, and today The firm says these three things are interconnected . Together
6
COVID-19 seems to accelerate demand for cleaner and clearer labels. they are going to have a big influence on global consumer demand
Now that almost everyone is obsessed with what’s written on the package, and food innovations.
there is no doubt that competition is intensifying.
To help brands pave their ways, leading organizations such as Interesting Cleaner Label Brands
Clarkston Consulting, GreenPrint, and Innova Market Insights have Consumer awareness is driving the clean label trend, and its effects
conducted and published the useful trend analysis for the food and result in a notable rise in cleaner label brands. We have heard that
beverage industry. global consumer brands like Kellogg’s and Campbell Soup have

26 FOOD FOCUS THAILAND JUL 2021

22/6/2564 BE 16:41
23-27_Special Focus_Clean Lable.indd 26 22/6/2564 BE 16:41
23-27_Special Focus_Clean Lable.indd 26