There is a persistent trend holding on in the food labeling field: Companies are interested in explaining the health benefits of their products. The clean labeling vogue is so resilient because it is adaptable. No matter which diet or ingredient is in favor during a particular period of time, there is some brand of food that can alter its labels to appeal to the tastes and fixations of present-day customers.
One of the ideas underlying this trend is that it is a way to break through to young people. A rising interest in health is seen as a portal to the all-important millennial market as these individuals come into the potential prime of their earning and shopping years. This assumption may not be entirely right, however.
Clean Eating's Driving Force
According to Food & Wine, the interest in healthy foods is especially prominent among the baby boom generation, rather than the millennials following them. According to the magazine, Euromonitor International's Alan Rownan and Category Management Solutions' Daniel Lohman have both placed the clean foods trend at the feet of the baby boomers. The interest in packages that contain health-conscious messages is coming from those easing into their retirement years rather than people new to the workforce.
Lohman, for instance, noted that health conditions associated with aging are cropping up among the baby boom generation, and this is an understandable reason for so many aging consumers to be interested in clean foods. Rownan added that not only are clean labels a popular device with baby boomer consumers, their history is actually decades long. The fact that these labels remain relevant is impressive, and it may be slightly obscuring the fact that foods boasted about their natural ingredients as early as the 1960s.
An Unstoppable Idea
Regardless of who is spurring demand for clean labels the most, the movement has momentum. According to Food Safety Magazine, almost half of food processing is being done with an eye to clean labeling. Companies are realizing that if they neglect to promote the health benefits of their products, they may be missing out on a prominent commercial opportunity. The magazine added that 47 percent of consumers check product ingredients, per the latest Food Information Council survey on the subject.
Taking Labeling Action
There is a need for new labeling priorities to match the interests of today's consumers. Since the exact preferences driving the market are prone to change, companies should be ready to shift with them. An in-house labeling system, such as the Primera LX1000, can help them switch up their strategies quickly. Check it out in our U.S. store or Canadian shop.