According to global consumer research, clean label formulations attract new consumers, increasing quality perceptions and purchase intentions.
The study is part of ingredient supplier ingredient company ATLAS's project, which surveyed more than 100,000 consumers from 33 markets around the world to examine trends such as attitudes and behaviors towards specific ingredients and benefits.
With more and more food and beverage manufacturers planning to include clean label products in their portfolios and consumers looking for products with shorter ingredient lists, the latest survey shows that natural claims are key to turning purchase intent into sales.
Dairy products are easy to appeal to consumers looking for clean label and natural claims, but challenges remain for processed dairy categories such as ice cream and flavored yogurt, which often require the addition of additives to maintain the desired texture and flavor.
Drapatz, senior marketing manager at Clean & Simple Food Ingredients, said the research project was launched in early 2011 to understand the added value of products and shelf choice, but has since expanded into a comprehensive insight project that analyzes consumers, manufacturers, food service and retailers.
"Since the launch of the project, consumer demand for clean label foods has grown significantly," Drapatz explains. In our latest research, 78% of global consumers said they would be willing to pay more for natural or all-natural food and beverages. In addition to this, the purchase of packaged food and beverages with natural ingredients increased by a net 40% in 2023 compared to 2020. ”
"The strong growth of the clean label market in recent years is closely related to consumers' attribution of clean label to health perceptions and trust in ingredients, as evidenced by the launch of new products that include one or more clean label claims," Drapatz said. ”
Regionally, 87% of North American food and beverage manufacturers believe that part of their product portfolio will be clean labeled in the next two years. "In Europe, the use of clean label ingredients remains high – 87% of manufacturers use clean label ingredients. Looking ahead, European manufacturers predict that clean label will account for 71% of their total product portfolio over the next two years. ”
Consumers are attracted to clean label products
Clean label is still "highly relevant" to the dairy industry today.
The latest ATLAS study data shows that 69% of U.S. consumers expect to see a 'use of recognizable ingredients' claim on the packaging when choosing yogurt, dairy instead of yogurt, ice cream and processed cheese. Similarly, 68% would like to see a "no artificial ingredients/no preservatives" claim.
These areas are innovating to provide cleaner labels, such as the use of natural colors and fragrances.
Keeping the ingredient list short while delivering the sensory experience and functionality consumers expect is a challenge in the processed dairy sector. For example, in ice cream, ingredients such as emulsifiers and stabilizers are often used to prevent the formation of ice crystals and create a smooth, creamy mouthfeel. Similarly, in flavored yogurt, a variety of ingredients may need to be added to achieve the desired flavor and sweetness.
For dairy substitute manufacturers, the pursuit of short labels is especially important, as less than three-in-10 North American consumers associate this category with natural.
Consumers often buy these products for health and natural reasons. When it comes to milk, cream, and butter, consumers often want an ingredient list that's simple in nature. In addition, in categories such as cheese and ice cream, there is more flexibility, but claims about artificial ingredients and GMOs are still important.
Enhance brand reputation
But challenges bring opportunities – and according to the study, clean labels are essential for cultivating a strong brand reputation.
"We found that more than 90% of European manufacturers have clean label on their strategic agenda," Drapatz said. In addition, 48% of European manufacturers say that a key reason why clean label is important to their business strategy is that it leads to a more positive brand reputation. In addition, 45% say clean label helps attract new consumers, and 54% associate clean label with higher quality products. These findings highlight the strong link between clean label and brand perception in the market. ”
Sugar or sugar substitutes
The use of sugar or sugar substitutes remains a key consideration for manufacturers of processed dairy products, not only to meet regulations on sugar, salt and fat content, but also to appeal to consumers seeking natural ingredients.
"Consumer preferences are shifting towards natural sweeteners to reduce sugar," Drapatz explains. Only 24% used only artificial sweeteners to reduce sugar. This is consistent with the fact that we see consumers willing to pay more for products with clean labels. ”
While there is a growing interest in low-sugar dairy products, sugar continues to play an important role in those categories where indulgence is the primary motivation for purchase.
"In indulgent dairy categories such as ice cream and flavored milk, many consumers still prefer the taste and texture experience that sugar provides. Sugar not only provides sweetness, but also creates a creamy mouthfeel, lowers the freezing point, and controls the crystallization of ice cream. In flavored milk, sugar can enhance the flavor and mask the off-flavor of added ingredients such as cocoa powder. ”
The key for manufacturers is to balance health and indulgence by exploring natural sweeteners and sugar alternatives, maintaining product quality.
Consumer knowledge is constantly evolving
According to Mintel, today's consumers are better able to distinguish between different levels of food processing, preferring the least processed products that are healthy, tasty, and affordable. Mintel, in its 2024 Better for You Snacks for America report, found that half of U.S. consumers agree that they want to change their current eating habits by eating less processed foods. In Europe, Italian consumers say natural ingredients are the most important factor. Mintel said more than two-thirds (68%) of UK consumers believe that highly processed foods are fine to consume in moderation.
At the same time, McKinsey reports that science-backed claims are becoming increasingly important to consumers of health products, who have begun to shift from products containing clean or natural ingredients to products containing clinically proven ingredients. Health claims have also become more prominent in the food sector. In its 2022 Food and Beverage Health Claims Evolution, Euromonitor International notes that consumer awareness of gut health has become a "decisive factor" in food and beverage labeling, with high protein being one of the most sought-after claims in the food sector today. The demand for functional foods with added vitamins is also increasing, reflecting the growing consumer awareness of digestive health and immunity.
Source: https://www.dairyreporter.com/Article/2024/04/25/clean-label-dairy-and-consumer-attitudes
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