Clean label comes ahead of brand

Consumers are now more interested in clean label ingredients instead of product descriptions or the brand name itself, when shopping for new foods and drinks, according to a new global survey – highlighting the ongoing importance of clean label products. Natural and clean label ingredients have become an absolute expectation for consumers, but what they consider to be natural varies widely. Ingredient supplier Beneo commissioned this latest poll among 3,000 online consumers in the United States, Germany and the UK. It found 59% of respondents expected a ‘natural’ product to be healthy, 53% said they thought it should not be genetically modified, and 50% equated ‘natural’ with high quality. Read more…