What's next for clean labeling? That question remains as relevant now as it was at the beginning of the trend a few years ago. The public's appetite for healthy foods isn't dissipating, and as brands become more familiar with people's tastes and the marketing techniques to reach them, they've tried new methods of promoting these diet-friendly products.
Clean labeling is a complex marketing tactic, as it is governed by regulations about label contents and can play a major role in brand perception. By tracking the new trends around clean labeling, small-business owners can make sure they're on the cutting edge of appealing to healthy tastes.
Beyond Conventional Notions of Healthy Items
Seeing a nutritional claim on the wrapper of a granola bar or organic cereal is expected at this point – but what about on bags of crackers, cookies and other snack foods? According to a panel of industry insiders assembled by FoodIngredientsFirst, 2018 could be the year when clean labeling makes bold strides into fields well outside of the traditional boundaries of wellness-focused foods.
Ready-to-eat meal products make up one corner of the industry set for transformation. GNT Group Head of Marketing Guido de Jager told FoodIngredientsFirst that there will be a widespread push to boast about "clean" efforts by brands, even when the items in question are snack foods. When companies reduce sugar content, cut portion sizes or focus on plants as ingredients, they may find clean labeling an appealing marketing strategy.
Expanding into the Dairy Aisle
According to Natural Products Insider, clean labeling is set to be a major trend in dairy production this year. Companies are stepping up their efforts to include nutritional benefits in their products, inserting more protein or cutting down on sugar. With manufacturers putting effort into these recipe changes, explaining the new advantages on labels is a natural step.
The source reported that Pam Stauffer, global marketing programs manager at Cargill, sees clean labeling as the No. 1 current trend in dairy aisles. Due to consumer interest in transparent branding, as well as healthy foods, people are gravitating to items that clearly delineate their ingredients. Simple and recognizable nutrition facts listings are an advantage when targeting these health-conscious shoppers, and brands are naturally highlighting them.
Labels Make The Difference
Whether a company has been on the clean labeling bandwagon for years or has just made a recipe change that imparts additional health benefits, now is a great time to change up products' labels. With 2018 and beyond likely to be dominated by clean labeling, food producers can get involved by undergoing redesigns.