Modern day consumers are more discerning than ever when it comes to food and drink products, having become increasingly more health-conscious, and deeply aware of what they are consuming.
This has led to a rise in the ‘clean labelling’ trend – that is, a more consumer-friendly label containing a list of ingredients that can easily be read and understood. More than that, the clean labelling trend calls for more natural and less processed ingredients.
This is already at the forefront for many manufacturers looking to reap the benefits, with clean labels increasing trust and credibility, leading to brand growth and boosting sales.
So, what exactly are clean labels? Why have they become so important and what goes into creating them? Ian Hart, business development director of adi Projects, an engineering company pioneering a trailblazing approach to engineering solutions in the food and beverage industry, comments.
‘What am I buying?’
“Consumers are asking manufacturers to call ingredients by easily recognisable names, allowing them to readily understand what they are buying”, says Ian.
“A lot of labels show ingredients such as fructose listed but of course, that’s sugar. Why call it something different, causing the consumer to take unnecessary extra steps to find out what it is?
"Consumers are just looking for user-friendly labels which clearly show them what they want to know, which is even more important in the case of ingredients which are considered to be ‘good’.
“Manufacturers should want consumers to quickly be able to see that their product contains Vitamin C, for instance, but if this is referred to as ascorbic acid on the label, it may go unnoticed or even perceived negatively.
“Equally, a nutritional declaration that clearly explains both the relevant nutritional information and portion size is vital, with the former being representative of the latter, helping cater to consumers’ health concerns”.
The demand for healthier ingredients
One of the most popular food trends in the past few years, the drive towards less processed and less artificial ingredients as well as less chemicals and preservatives, is causing more and more consumers to check labels in their food and drinks.
“Consumers want to know that there are ingredients of beneficial nutritional value in their food, and equally, that they are free from those they consider to be harmful.
“Additionally, labels with display statements such as those stating the product is ‘organic’, with ‘no added sugar’, or with ‘low salt’ contents, may be better perceived. These directly address consumer requirements, clearly helping them identify the products that suit their preferred diet or lifestyle”.
Allergies and intolerances
“Studies have shown that allergies and intolerances are much more common in today’s world, and more individuals are developing an increased awareness of what they may be intolerant or allergic to as a result.
“Products that are ‘free from’ certain allergens are therefore progressively in demand, but this is also due to lifestyle choices, such as individuals who choose to forego gluten or dairy.
“Regardless, reducing the number of allergens that are or that may be present in a product is an important aspect of the clean label trend, and one that can significantly contribute to consumer safety”.
What are the main challenges of clean labelling?
“Of course, there are challenges to making food more consumer friendly. Firstly, finding clean and natural alternatives to traditional ingredients may be challenging and more costly, requiring changes in supply chains.
“Secondly, manufacturers should endeavour to reduce the amount of harmful preservatives in food while giving them additional shelf life.
“Clean label ingredients may have shorter shelf lives, which can impact the product's stability, leading to issues with freshness over time.
"And that comes back to the way products are made – it's certainly a huge challenge for the industry. More sterilisation and more pasteurisation are vital, and there are now more innovative processes now being explored.
“High-pressure treatment to produce foods such as guacamole, for instance, helps increase shelf life without having to add preservatives.
“Another issue is that clean label ingredients, especially those with certifications such as organic or non-GMO, can be more expensive. Ensuring that these fresher, preservative-free products can be sold at a similar price point to their counterparts is therefore another challenge.
“Educating consumers about the meaning of clean labels and the potential compromises, such as shorter shelf life and higher cost, is crucial, particularly as some may have unrealistic expectations.
“Addressing these challenges requires a strategic and holistic approach, involving research and development, marketing, and supply chain alterations, as well as balancing the demand for clean labels with practical considerations”.
Overcoming the challenges with effective strategies
adi Group can enable manufacturers to meet consumer demands for cleaner, more transparent labels while navigating practical constraints effectively.
Through innovative, bespoke turnkey solutions, adi ensures manufacturers can streamline production processes to facilitate the incorporation of natural and less processed ingredients.
With extensive knowledge of the equipment and technology needed to ensure compatibility with clean label formulations, adi Group can provide the knowhow required to advise manufacturers on the most effective implementation strategies, and guide them through the process. Learn more: https://www.adiltd.co.uk/