Achieving clean label for food and supplements

Achieving clean label for food and supplements

With the clean-label movement continuing to gain momentum, it's vital to understand what “clean-label” means to today’s green consumers, and how brand owners and manufacturers can stand out in this competitive space.

The clean-label trend continues to grow and evolve and, in doing so, it has become a consumer-driven movement that demands transparency and traceability throughout the supply chain. As shoppers become more aware of the impact the products they purchase have on the environment as well as their own health, they are seeking food and supplement products that are made from more natural, familiar ingredients with easy-to-understand stories.

“Don’t buy products with more than five ingredients or any ingredients you can’t easily pronounce,” Michael Pollan. Consumers are increasingly seeking out clean-label foods bearing short lists of recognisable, natural ingredients. 

Consumers are increasingly scrutinising food labels, seeking clarity about their consumption, and making informed choices that align with their health and ethical values. They are making informed purchasing decisions, where they feel positive about their consumption choices.

How can supplement manufacturers meet the needs of today’s consumers?

It is essential that food supplement brands know how their materials are sourced in order to appeal to today’s consumers, whose core purchasing drivers are transparency and traceability, as well as sustainable consumption choices. 

Consumers are more aware of the impact of processing techniques on nutritional content and overall healthfulness. Extracta uses gentler processing methods that retain the nutritional integrity of ingredients, such as cold-pressing and minimal heat treatment.

Vegetarian capsules, in particular, are clean-label by design, they are plant-based, free from additives and also offer an effective, zero-plastic solution for supplement manufacturers to meet the needs of discerning consumers. 

How can brands stand out and differentiate their products?

While it is crucial for manufacturers to be responsive to the latest consumer trends, the demand for food supplements with visual appeal is also growing to help brand owners create products that stand out in a highly competitive market space. Colour is a powerful tool for doing this and plays a significant role in shaping consumer perceptions of products, as well as helping to build a unique brand identity.  

Thanks to the potential of colouring foodstuffs derived from fruits like red grape skins. The primary physical process Extracta uses to extract the colour from our ingredients does not require solvents and therefore, supports a clean-label positioning and provides the opportunity to tell a positive product story.  

According to the Allied Market Research report, the clean-label ingredients market demonstrated a valuation of $38.8 billion in 2018, which is anticipated to ascend to $64.1 billion by 2026 with a compound annual growth rate (CAGR) of 6.8%. This trajectory paints a vivid picture of the industry's growth potential, underscoring its strategic importance within the global food ecosystem.

The clean-label trend is here to stay so it is important that food and supplement brands are responsive and adapt to deliver these requirements.

It can, however, be challenging to make the leap to clean-label formulations with limited knowledge and experience. Our technical and commercial department will respond to any questions you may have.

Contact us today and stay ahead of the curve. 

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