Although clean-label priorities differ across Asia Pacific, one common trend has emerged across the region.
Manufacturers are simultaneously reformulating products by removing less desirable ingredients while adding nutrients consumers perceive as healthier – a dual “plus and minus” trend, according to Cara Zhuang, Senior Marketing Manager, APAC at Tate & Lyle.
She cited Mintel’s research on Interest in Minus/Free from claims, 2024, which indicated that low- or no-sugar claims remain the leading “free-from” attribute among Chinese consumers, followed by products marketed as preservative-free.
“On the minus side, manufacturers are focused on reducing ingredients that are less healthy, such as sugar, salt, and trans fats. Furthermore we see from research that 47.4% of Chinese consumers prioritise “low sugar/sugar free” as their top “reduced/free from” claim when shopping foods and beverages, with “no preservatives” taking the second position, with 43% of consumers interested,” said Zhuang.
“On the plus side, brands are increasingly fortifying products with ingredients that consumers associate with health and naturalness, including fiber, protein, vitamins, prebiotics, probiotics, and naturally sourced ingredients with a clear connection to nature and provenance. “Rich in protein” (49.1%) and “rich in dietary fiber” (46.4%) are top motivators amongst South Korean consumers, with “fermented” motivating 20.4%. This is according to Mintel’s Healthy Eating Trends – Labelling That You Want to Buy, 2025.
“These dual trends create significant opportunities for texture and formulation solutions that help manufacturers achieve both nutritional and clean-label goals. Importantly, while consumers are seeking products that have a better nutritional profile and that carry recognisable ingredients, they are generally unwilling to compromise on eating experience.”
Taken together, the “plus and minus” trend suggests Asia Pacific consumers increasingly expect healthier products to offer additional nutritional value rather than simply containing fewer undesirable ingredients. That raises the bar for manufacturers, who must reformulate products without sacrificing eating quality – a lesson that could become increasingly relevant in European and North American markets as clean-label expectations evolve.
Taste, texture and mouthfeel remain critical to clean-label success
Consumers increasingly expect products with simpler, recognisable ingredients without sacrificing taste or texture, placing greater pressure on formulators to preserve mouthfeel and overall eating quality.
For formulators, preserving the eating experience via mouthfeel is critical, as this shapes first impressions, perceived quality and repeat purchase. This, however, is where the greatest challenges lie.
“Consumers may not consciously describe it, but they immediately notice when creaminess, smoothness, thickness or the overall taste and texture profile changes,” said Zhuang.
“Dairy, frozen desserts, bakery, sauces and dressings, and increasingly plant-based and high-protein products all rely on carefully balanced sensory attributes that consumers expect to remain consistent.”
For example, eggs provide structure, aeration and moisture in bakery products, while ingredients such as gelatin contribute creaminess and stability in yoghurt. Likewise, reducing fat and sugar in ice cream can create a firmer, icier texture, requiring manufacturers to restore creaminess and smooth melting behaviour.
Each application requires a detailed understanding of the sensory attributes consumers expect. The objective is to preserve creaminess, body, smoothness or bite while meeting clean-label goals, using the right combination of ingredient functionality and sensory science.
Many ingredients perform multiple functions – from texture and stability to shelf life and processing performance – meaning reformulation requires manufacturers to rebuild the entire sensory experience, not simply replace individual ingredients.
If that balance is not achieved, products that can meet clean-label objectives can still fall short of consumer expectations.
Zhuang said successful clean-label reformulation depends on combining functional ingredients rather than relying on a single replacement ingredient. She said Tate & Lyle’s portfolio – including clean-label starches, soluble fibres and hydrocolloids – is designed to help manufacturers maintain texture, stability and mouthfeel while simplifying ingredient lists and improving nutritional profiles.
She added that maintaining mouthfeel helps reinforce consumers’ expectations that clean-label products should deliver the same eating experience as conventional formulations despite having simpler ingredient lists.
