Clean labeling has become a trend in the food industry

【Summary Description】 Clean labeling is not without its challenges, so how can these challenges be overcome by utilizing natural ingredients already found in plants? Does clean labeling of plant-based foods present new challenges or opportunities in the application of these ingredients?

        Clean labeling is not without its challenges, so how can these challenges be overcome by utilizing natural ingredients already found in plants? Does clean labeling of plant-based foods present new challenges or opportunities in the application of these ingredients?

        The fast-growing vegan market is showing no signs of slowing down as consumers look for plant-based alternatives to common products such as dairy products and vegan condiments. This can pose an increasing challenge for manufacturers as they not only have to remove animal proteins and fats, but also make sure they meet the needs of clean labeling.

        Today, many vegan recipes use additives to stabilize, emulsify, preserve, color and texture to improve shelf life, as dairy alternatives and non-dairy products often lack the natural ingredients that provide these functions.

        However, ingredient manufacturers have looked for ways to maintain the inherent functionality of less refined ingredients, and this margarine, which uses the "primal oils" of wheat, corn and flaxseed, is a good example. Instead of using a mixture of fully refined oils and then adding synthetic colors or emulsifiers, the energy of the plant's inherent internal components is used.

        Research is already underway on special ingredients extracted from plants that have new functions that can replace additives. As 2019 approaches, the quest to develop new clean label emulsifiers and preservatives will continue to meet the growing market demand.

        What makes clean labeling appealing to consumers?

        Food labeling is more important than ever to today's health-conscious consumers who know their food ingredients inside and out. Consumers are concerned about the impact of what they eat and drink and are responding by adopting healthier habits, looking for more natural products free of chemicals and additives, and demanding honest, transparent ingredient information on product packaging.

        The main challenge for manufacturers to keep up with clean labeling is adapting their products alongside changing consumer demands. There is a real need to cater for a wide variety of diets, trends and lifestyle choices, while reassuring consumers that ingredients are simple and easy to recognize.

        The long-term appeal of clean labeling will be enhanced by its championing of transparency. Recent research shows that consumers want to know more about what is in their food and drink, and manufacturers are using technology to help them do this.

        It also covers a number of other more niche consumer needs that are expected to grow, such as a preference for 'authentic' foods that feel homemade. This is in line with younger consumers (e.g., millennials) who are tired of the perfect, unrealistic images of food and beverages they see on social media.

        How can you use clean label ingredients without compromising factors like taste and texture?

        Consumers may demand clean labels on food and beverages, but when it comes to new recipes or developing new products, they won't compromise on taste, flavor or the overall eating experience. This is especially important considering that today's consumers care about the quality of the healthy products available to them.

        Recent research shows that 71% of respondents said that the recent increase in health claims has negatively impacted the quality of food and beverages. Therefore, having the relevant expertise and technical knowledge to be able to successfully rebrand popular brands is key.

        Whether consumers want a chocolate dessert with a delicate texture or a moderately flavored gluten-free snack, the product must meet their taste expectations. Especially when it comes to delivering a seamless sensory experience, this is an opportunity for manufacturers to differentiate their products and provide consumers with a memorable and immersive experience.

        The development of new ingredients in the field of functional natural starches and multifunctional flours enables food manufacturers to extend their clean label range to new applications.

        Functional natural starches and multifunctional flours open up new clean label opportunities by offering the same range of functionalities, such as processing tolerance and texture stability, as improved variants that consumers prefer to simply label as "flour" or "starch".

        Production processes with higher requirements, such as high-temperature or low pH fruit preparations, can now also benefit from clean labeling.

        Access to ingredient expertise ensures that ingredient substitutions and formulations are carried out in the most efficient way and that the right combination of ingredients is selected. This means that relevant clean label, production and texture standards are optimized and healthy, nutritious products are created.

        What are the regional differences in consumer attitudes towards clean labeling?

        While similar trends, such as a preference for simple ingredient lists, have emerged in different regions, differences do exist between established and emerging markets, and country-specific preferences depend on how well established the clean label space is.

        In more recently emerging clean label markets such as Russia, there are differences in expectations and attitudes from the more established Western European markets. In Western European markets, expectations have reached a level that makes clean labeling a prerequisite.

        In the report "Breaking the Clean Label Rule", it was found that clean labels have become the norm in the UK, and as a result, despite a high 66% awareness of natural requirements, only 20% of consumers actively seek out clean labels when out shopping. For Russia, consumer awareness of natural requirements rises to 82%, with 52% actively seeking clean labels.

        It's not just the visibility and impact of labeling campaigns that can make a difference in how consumers research food and labeling campaign messages.

        One of the key findings of market research firm Just click report is the widespread, real-time application of technology by consumers to scrutinize label instructions before, during and after the point of sale. The company found that the use of mobile apps was more prevalent among consumers in Africa and the Middle East than in Western Europe, again demonstrating the sophistication of "clean labeling" in their respective markets.

        While there are clear differences in purchasing habits and attitudes towards specific brand propositions, these insights do suggest that there is a very real opportunity for manufacturers in the clean label space today.

        In an era where mobile devices, apps and websites are providing more information for decision-making than ever before, consumers will be more informed about what they eat and drink in the months and years to come.

        Consumers are finding it increasingly important to identify the ingredients used in their food and beverages. This shift in attitude may seem subtle, but it's important, and it's something manufacturers need to consider.

        Reducing undesirable ingredients, packaging waste and over-processing are the changes consumers would most like to see from manufacturers, according to the report's results. With half of consumers listing the removal of unwanted ingredients as their top priority, it's clear that the clean label movement is here to stay for the foreseeable future.