Clean label today is the expectation, not the exception. Seen as a mark of good quality, one in three global consumers consider natural ingredients to be one of the most important aspects of healthier bakery and snack options.
Artificial or chemical ingredients are the main undesirables, while there is also interest in excluding ingredients that consumers may perceive to be unnecessary.
In addition, consumers are more keenly aware of the ethical and environmental aspects of a product, with ingredients with strong sustainability credentials – for example, RSPO-certified palm oil – ticking the clean label box.
We explore the concept of making use of as few ingredients as possible that consumers recognise as wholesome and natural and the trends associated with clean label, such as free from, organic, whole grain and better-for-you.
