Over time, consumer definitions of clean label — already a non-specific umbrella term — are getting broader and evolving.


Innova Market Insights report showed that in 2020 over a quarter of all new food and beverage launches featured a clean label claim, which included “GMO-free”, “natural”, “organic” and “no additives/preservatives”.

For brands, that means the clean label is a moving target they need to follow closely as it begins to overlap with other concepts. 

                         Emmanuel Colette
Business Group Director                               Food & Nutrition APAC





Interview with Business Group Director Food & Nutrition APAC

How can IMCD help brands balance clean label credentials with cost-effectiveness?

At IMCD, we have a broad overview of many potential solutions that can help brands achieve cleaner labels without driving up the cost — from enzymes and functional starches to established natural additives. We also advise our customers on how to find the right balance between transparency and affordability by offering bespoke formulation cost simulations.


Clean Label & Green Meat Free Burger

Research by Innova Market Insights reveals that what “clean label” means depends a lot on where you live:

In Europe, for instance, consumers are focusing not only on the quality of their food but also on the reputation of the company that produces it: ethical claims are important because they want to buy from brands they can trust.

Take note:

Meaning of Clean Label 
varies by region

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