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)

Related tags Food

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.


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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