'Healthy' and ‘natural’ continue to drive the clean label trend interview with Emma Schofield, Associate Director - Global Food Science, Mintel The clean label demand continues to drive new product development. Emma Schofield, Associate Director, Global Food Science Analyst at Mintel, examines the issues that have driven this trend, the challenges in meeting consumer expectations, and what we can expect next.
Emma Schofield Associate Director - Global Food Science, Mintel
The clean label trend started as an industry response to consumer concern about ‘unwanted’ ingredients in food and drink, typically those with an artificial image. Schofield notes that the media has gone on to play a role in influencing consumer opinion of ingredients like carrageenan or MSG, resulting in these ingredients being less compatible with what consumers consider to be a ‘clean label.’
“Another important step in the clean label trend has been the development of ingredients lists that are authentic to a traditional recipe that consumers would follow when making products at home,” says Schofield. “For example, flour or starch ingredients would be expected in bakery products, but not in products like yogurt when added as thickeners. Therefore, an ingredient may be compatible with ‘clean label’ in one product, but not in another.” ‘Short and simple’ ingredients and recipes have also driven the trend. As Emma says: “‘Short and simple’ refers to the use of ingredients that are found in an authentic recipe. As such, a packaged lasagne would not be expected to contain ‘just five’ or ‘just four’ ingredients, but rather to contain ingredients that would be found in a traditional lasagne recipe.”
Healthy diets More and more attention has been paid in recent years to the relationship between the food we eat, our own health, and the health of the planet. Interest in foods and diets that are ‘better for you, better for the planet’ have created opportunities for products linked to plant-based dieting, local food and drink production, and organic agriculture. “Consumers today demand foods with ingredient lists that are compatible with their expectations for clean label,” says Schofield. “However, clean and natural ingredients often carry higher price points, and may impact other food and drink properties such as sensory attributes and shelf life. Consumers may not be prepared to pay more for clean label ingredients, especially if other attributes are compromised by substituting ‘regular’ ingredients with ‘clean’ ingredients.”
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