THE UNITED KINGDOM, London. More than one-third of respondents in a global survey from Canadean said they do not have any understanding about the term “clean label.” Melanie Felgate, senior consumer insight analyst for London-based Canadean, said food and beverage manufacturers thus might want to choose other terms to promote products.
Canadean’s survey took place in December and involved 27,185 respondents from 31 countries. When asked what the term “clean label” means, 36 percent said free from artificial ingredients while 34 percent said natural/organic claims and 34 percent said they did not know what “clean label” means.
“What’s interesting is that in the US where the clean labelling movement is arguably more advanced, almost half of consumers (45%) do not understand its meaning,” Felgate said. “The lack of clarity may actually turn consumers away from brands marketed in this way, rather than promoting the simplicity that should underpin the ideals of clean labelling.”
Other answers globally were no pesticides/chemicals/toxins (31%), free from allergens (24%), no GMOs (23%), minimally processed (16%), simple/short ingredient lists (11%) and transparent packaging (7%). The survey found 1 in 10 consumers said they would be willing to pay over 5% more for a product claiming to be clean label.