![]() ![]() ![]() The differences between “natural” and “organic” labelingįrom a consumer perspective, a clean label may be associated with claims that a product is “natural” or “organic,” but there are differences between the two. Consumers over 44 equate the term “clean label” with “free from bad ingredients.” 10 Figure 1. Respondents aged 18 to 34 correlate “clean label” with “natural” or “organic” claims, which aligns with the segment aged 35 to 44, a population that also takes “minimally processed” into consideration. Moreover, the perceptions of clean labeling vary by age. 45 years and above) in the understanding of this term (Figure 1). consumers do not know what “clean label” means and there is a generation gap (age 18 to 44 years vs. A 2015 U.S.-based survey indicates that 45 percent of U.S. 5 Although clean labeling was catalyzed by consumer demand, its meaning is unclear to many consumers. Worldwide food scandals and negative research results about artificial ingredients increased consumers’ concerns about food quality and raised their desire for natural food products. The clean-label phenomenon emerges from a series of food incidents that occurred around the world, according to Ewa Hudson, the global head of health and wellness, nutrition, and ethical labels research for Euromonitor. ![]() Minimal processing: processing using techniques that consumers don’t understand to be artificial.Ĭonsumers may identify a clean-labeled product by a shorter ingredient list or terms like “natural,” “simple,” “no artificial,” and “no preservatives” on the food label.Transparency: information on how ingredients are sourced and how products are manufactured.Simplicity: less chemicals and recognizable ingredients that do not sound chemical or artificial.Natural ingredients: no artificial flavors, artificial colors, artificial preservatives, or synthetic additives.The meaning of “clean label” may be different to different people, but it tends to involve the following concepts: 2,10 ![]()
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