March 25, 2025 – In Europe, clean labels appeal to consumers seeking transparency, authenticity, and healthier choices in their food and beverages. Innova’s 360 research into European clean label trends highlights latest product launches, market insights, consumer preferences, and what may develop in the future.
This article is based on Innova’s Now & Next in Clean Label in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumer Preferences
In Europe, 1 in 2 consumers prefer a natural or clean label approach to healthy eating. Fresh, natural, and unprocessed are the most important attributes associated with health. While consumers recognize significant health value in natural food and drinks, they under-index the global averages.
Over the past year, more than half have purchased fresh and unprocessed foods, while over 1 in 4 reduced their intake of processed foods. Consumers are actively limiting all types of artificial ingredients. Top clean label demands include no additives, non-GMO, organic, and clear and understandable labeling. Clean labels remain a priority, especially in healthy snacking.
Product Launch Trends
35% of European food and beverage launches carry a clean label claim. Ethical – environment and organic lead in clean labels with 13% penetration, ahead of no additives or preservatives, natural, and GMO-free. Ethical – environment claims display the fastest 17% CAGR growth over the past five years.
Europe is the third leading region in clean label claims penetration, after Australasia and North America. Germany, the UK, and France are the most active countries in Europe for clean label new product development.
Ethical – environment and organic claims are most important in Europe. Clean label claims are most prominent in the baby and toddler category with 82% of launches. This is followed by soup, hot drinks, and cereals. Desserts and ice cream, meat substitutes, and hot drinks are the fastest-growing categories for these claims.
Demand for Trust and Transparency
Clean label trends reveal that nearly 2 in 3 consumers reconsider purchases based on ingredient lists, with 53% of European consumers valuing honesty and transparency. Consumers think it is important to understand the ingredients origins, with preferences ranging from 48% in the UK to 60% in Spain. Around 1 in 4 consumers seek products with claims like no artificial colorants, free from preservatives, and no artificial sweeteners. Many prefer simple, understandable ingredient lists and real ingredients. Clean label certifications and logos play a significant role in building trust and supporting informed purchasing decisions.
Clean Ingredients Trends
Plant ingredients are becoming a significant part of clean label formulations, offering nutrient-rich and natural alternatives. Around 1 in 3 European consumers are willing to opt for new or novel ingredients to them for a more natural product.
Clean label innovations often use recognizable sweeteners like dates, syrups, allulose, or stevia. The UK and EU recently lifted the ban on monk fruit decoctions in 2024, aligning with other countries and encouraging further product development. Brands are emphasizing natural, nutrient-dense choices and reinforcing this positioning through their names and product branding. For instance, Naturally Pam Cookie Licious Oat Butter, Naturalia Tapenade Verte: Green Olive Spread, and Via Nature Limonada: Lemonade.
Sustainable Trends
Clean labels trends show that around 61% of European consumers believe natural and botanical flavor ingredients are more environmentally sustainable, slightly below the global average of 68%. They seek clear information on transparency, ingredient traceability, and sustainability on packaging. Consumers are trusting environmental claims on food products. Local sourcing and sustainable production claims appeal strongly to them. Brands are showcasing food origin and production journeys to build credibility and trust.
Next Generation Trends
Clean label innovation is shifting from broad natural claims to more specific messaging. Innovators are clearly stating ingredient numbers and descriptions on packaging, leading to simpler, shorter ingredient lists.
Consumers prefer products made with raw ingredients that retain nutrients, avoiding the effects of heat processing. Artisan and handmade production is increasingly aligned with clean label claims. While Europe is a key region for launches in this arena, growth lags behind the global figure.
What’s Next in European Clean Label Trends?
Clean label trends show that consumers are looking to avoid harmful ingredients such as artificial ingredients and additives. Brands can consider natural ingredients in formulations, including more plant-based ingredients such as botanicals that offer added health benefits. Natural flavor innovation can add premium appeal with novel blends and superior taste, often considered more sustainable.
Environmental concerns, including sustainable production and carbon footprints, remain important to clean label preferences. Ethical issues like fair trade and animal welfare also influence purchasing decisions, with Europe leading in artisan claims. Brands can tap into this by aligning with consumers ethical values.
Consumers are increasingly using technology such as scanning apps and connective technologies when making a purchase. Innovators can consider how these can be used to inform on the healthiness of a product and environmental and provenance information of a product for further transparency. Brands that prioritize transparency, sustainability, and ethical practices while embracing innovative digital solutions are likely to strengthen consumer trust in the evolving clean label market.
This article is based on Innova’s Now & Next in Clean Label in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
