March 21, 2025 – Globally, consumers are opting for clean label food and beverages as they prioritize transparency, health, and sustainability. With growing awareness about the impact of ingredients on well-being and the environment, many seek products with recognizable, minimal, and natural components. Innova’s 360 research into clean label trends highlights consumer preferences, demand for trust and transparency, clean ingredient insights, and what may develop in the future.
This article is based on Innova’s Now & Next in Clean Label – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumer Preferences
Nearly 1 in 2 consumers globally purchased more fresh, unprocessed foods over the past year. Around 30% are reducing processed foods, while 27% are trying to limit products or ingredients perceived as bad for them. They are also limiting artificial preservatives, sweeteners, and additives.
Top global clean label demands range from no artificial ingredients and no additives to only using natural ingredients and organic sourcing. Transparent, honest labeling remains essential, as consumers seek clarity from manufacturers. This preference is particularly strong in the snacking category, where naturalness is top among the health-related attributes.
Clean Label Product Launch Trends
30% of global food and beverage launches featured a clean label claim in the past year. No additives or preservatives lead with 14% penetration, followed by ethical-environment, organic, natural, and GMO-free claims. Ethical-environment claims show the fastest growth, with a 15% CAGR over five years.
Australasia displays the highest penetration, with 49% launches having clean label claims in the past year, ahead of North America and Europe. The penetration in Asia has increased by 3% over the past year, with a smaller rise in Africa and the Middle East.
Regional preferences vary. GMO-free claims are most prominent in North America, while Europe focuses on ethical – environment, and organic claims. Australasia has the highest penetration of no additives or preservatives claims. Natural claims have a similar penetration rate across the globe.
Global clean label claims are most prominent in the baby and toddler category, with a global penetration of 73% in the past year. Hot drinks, meat substitutes and desserts and ice cream are the fast-growing categories for these claims.
Transparency Trends
Clean label trends reveal that consumers are paying closer attention to ingredient lists, with nearly 3 in 4 reconsidering purchases based on ingredient lists. Honesty and transparency matter, as 58% emphasize the importance of clear information on ingredients and sourcing. Consumers find claims like no preservatives, artificial colorants, or sweeteners appealing when it comes to a good ingredients list. Meanwhile, most want to see simple, real, and recognizable ingredients they can understand.
Clean label food certifications and logos further guide purchasing decisions, though the landscape remains complex. In the US, the Clean Label Project is a national non-profit with the mission to bring truth and transparency to food and consumer product labeling. It is helping to build brand confidence in action across the US food and beverage industry. Brands like Cerebelly Organic Baby Puree Beet Carrot Blueberry with Coconut Milk and Chime 2021 Cabernet Sauvignon highlight its recognition of Clean Label Purity Awards on their products, underscoring the growing influence of global clean label credentials in consumer choices.
Clean Ingredients Trends
Clean label trends show that plant ingredients are becoming an important part of clean label formulations, offering nutrient-rich and natural alternatives. More than 1 in 3 consumers are willing to opt for new or novel ingredients for a more natural product.
Monk fruit, often blended with allulose, stevia, dates, or syrups, is a popular natural sweetener. With the 2024 ban on monk fruit decoctions lifted in the UK and EU, brands are aligning with global markets to offer natural and nutritious options. Many suppliers emphasize their natural positioning through strategic branding, reinforcing the clean label message and appealing to health-conscious consumers.
Sustainable Trends
Consumers increasingly associate natural and botanical flavor ingredients with environmental sustainability, with 68% believing that they are more eco-friendly. They are also willing to pay more for products featuring sustainable flavor ingredients.
Clean label trends indicate that almost 2 in 3 consumers trust environmental claims on food packaging but seek greater transparency. They would like to see a variety of information like claims, clear information on ingredient sourcing, ingredient traceability, and sustainability practices. Clean label food preferences are going beyond ingredients, with local sourcing and sustainable production claims playing a significant role in purchase decisions.
Next Generation Trends
Clean label food innovation is shifting towards greater transparency, with brands highlighting specific numbers of ingredients on labels, resulting in simple ingredient lists. Consumers increasingly prefer products made from raw, minimally processed ingredients that retain their natural nutrients, particularly in markets like the US, where differentiation from ultra-processed foods is essential.
Artisan and handcrafted production also gain attention, aligning with clean label claims and growing globally at an 8% and 5% CAGR, respectively, over the past five years. This emphasis on authenticity and simplicity strengthens consumer trust and appeal.
What’s Next in Global Clean Label Trends?
Consumers prioritize fresh, natural products as the foundation of a healthy diet, favoring less processed foods. Brands can highlight the health benefits of less processing within labeling regulations.
Clean label trends show that clear, transparent labeling remains essential, with 3 in 5 consumers thinking it’s important to know a food or beverage product’s origin. They are increasingly using technology such as scanning apps and connective technologies when making a purchase. Brands can consider how these can be used to inform about the healthiness of product. They can also include environmental and provenance information of a product for further transparency.
Beyond environmental concerns, ethical factors such as fair trade and animal welfare also influence purchasing decisions. Brands that combine transparency, sustainability, and ethical sourcing are likely to cater to the evolving preferences of consumers.
This article is based on Innova’s Now & Next in Clean Label – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
