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clean label food

Is “Clean Label” More Important than “Brand?”

Want proof that a “clean label” is imperative to food products these days? A recent survey conducted in the United States, United Kingdom, and Germany by international ingredient supplier, Beneo, showed that more consumers were interested in whether or not a product had a clean label versus product descriptions or even brand name.

59 percent of respondents said that with clean labels, they expected a product that is labeled “natural” to be healthy. 50 percent associated “natural” with high quality. And over half said products labeled “natural” should not be genetically modified.

Transparency and clean labels are becoming more and more essential to companies bring food and drink to market.

And while a clean label was a priority with the highest number of survey-takers, product descriptions and brand awareness tagged in at 49 and 45 percent, respectively, in terms of importance.

Transparency and clean labels are becoming more and more essential to companies bring food and drink to market. In the information age, consumers expect to easily find out everything there is to know about the products they buy, from ingredients and processes, to sourcing and supply chains. And the simpler an ingredient list, the more at ease a consumer is with the purchase. Companies that ignore transparency could risk losing customers to more open and transparent competitors.

Surveys conducted this year suggest that 75 percent of consumers will switch to a brand that provides more in-depth product information. They want a simplified list of ingredients, as well as foods that are free of specific ingredients, avoid animal cruelty, GMOs and unsustainable supply chains. Food suppliers these days face a tall order to keep today’s customers happy.

The good news is that customers seem willing to pay more for the products they demand. Consumers from all demographics said they would be willing to pay a higher price for a cleaner label.

JBT/Avure can help brands achieve a cleaner label with high-pressure processing (HPP) that extends shelf life and provides food safety without additives and preservatives.

Contact us to find out how we can help you clean up your labels!