The term clean label has become increasingly popular, yet it lacks an official scientific definition (Asioli et al., 2017). Its meaning largely depends on the context in which it is used; Different consumers and food industry stakeholders interpret it according to their own priorities, whether related to health, environment, transparency, or concerns about additives. This blog explores four major contexts through which the clean label movement is often defined.
Health-Conscious Consumers and the Clean Label Trend
Consumer interest in health and nutrition is a significant force behind the demand for clean-label products. These products often feature simpler ingredient lists and exclude artificial substances (Charis, 2022). Shoppers are increasingly drawn to foods with natural antioxidants, phytonutrients, and fiber, all known to support gut health and well-being (Zhou et al., 2023). Sweetman (2016) notes that the percentage of European consumers reading ingredient labels jumped from just 3% in 2011 to 78% by 2013, highlighting the growing importance of clean, transparent labelling.
Clean Label as a Response to Environmental Concerns
A clean label is also associated with sustainability and ecological awareness. As environmental concerns continue to grow, consumers prioritise how their food is sourced, processed, and packaged. Literature has linked the clean-label concept to minimally processed, locally sourced, and sustainably farmed products (Smolokoff, 2023). These choices reflect consumer values that extend beyond personal health to encompass broader ecological responsibility. Products free from synthetic additives and artificial preservatives are often viewed as healthier and more environmentally friendly, reducing pollution, greenhouse gas emissions, and the overuse of natural resources (Wijekoon & Sabri, 2021).
Transparency and Traceability: Post-Pandemic Expectations
Traceability has become a key driver influencing food labelling trends, particularly in the aftermath of COVID-19. The pandemic significantly shifted consumer expectations around transparency in the food supply chain. During this period, people became increasingly concerned about food safety and sought greater brand trust and clarity (Timpanaro & Cascone, 2022). As a result, clean labels have come to symbolise simpler ingredients and openness to sourcing and production methods. Brands that clearly communicate their values and provide traceability are likelier to build consumer loyalty and stand out in an ethically conscious market (Timpanaro & Cascone, 2022).
Scepticism Toward Additives and the Pursuit of “Natural”
Another key factor driving the demand for clean labels is growing consumer scepticism toward food additives. Despite being studied and regulated by important authorities like the EFSA and the FDA, synthetic additives often raise consumer concerns, especially when their names sound unfamiliar or too complex. Over 2,500 substances are used globally to modify taste, texture, or shelf life (Jansen et al., 2019). While deemed safe, some, like sodium nitrite, have been linked to potential health risks in high doses (Shakil et al., 2022), reinforcing the preference for “natural” alternatives.
Clean Label: A Flexible Concept with Multiple Meanings
In conclusion, clean label is not a one-size-fits-all term. Its interpretation varies depending on whether the focus is health, environmental integrity, transparency, or concerns over artificial additives. The clean-label movement reflects broader consumer trends towards conscious eating, ethical sourcing, and informed decision-making. As such, it challenges food producers to align their practices with evolving consumer expectations. The clean label may lack a strict definition, but its impact on the food industry and how people eat is undeniable (Cheung et al., 2016; Osborne, 2015).
Cano-ela’s Contribution to the Clean Label Movement
Cano-ela also contributes to the clean label movement by offering plant-based ingredients that enhance nutrition, functionality, and sustainability without artificial additives. Their techno-functional properties, such as emulsifying, gelling, and texture-enhancing, are naturally present in the seeds, allowing food manufacturers to simplify ingredient lists while improving product quality. Canola seeds contain essential fatty acids, complete proteins, and antioxidants. Naturally contribute to health-conscious formulations without compromising performance. Their molecular composition supports strong emulsification and gelling properties, making them a viable alternative to synthetic stabilizers in food production. Cano-ela’s innovative, plant-based ingredients offer a practical solution for food manufacturers seeking cleaner labels without compromising quality.
References
Asioli, D., Aschemann-Witzel, J., Caputo, V., Vecchio, R., Annunziata, A., Næs, T., & Varela, P. (2017). Making sense of the “clean label” trends: A review of consumer food choice behavior and discussion of industry implications. Food Research International, 99, 58–71. https://doi.org/10.1016/j.foodres.2017.07.022
fernChang, M., & Chen, H. (2022). Understanding Consumers’ Intentions to Purchase Clean Label Products: Evidence from Taiwan. Nutrients, 14(18), 3684. https://doi.org/10.3390/nu14183684
Charis M. Galanakis The age of clean label foods. (2022). SpringerLink. https://link.springer.com/book/10.1007/978-3-030-96698-0
Shakil, M. H., Trisha, A. T., Rahman, M., Talukdar, S., Kobun, R., Huda, N., & Zzaman, W. (2022). Nitrites in cured meats, Health risk issues, Alternatives to Nitrites: A review. Foods, 11(21), 3355. https://doi.org/10.3390/foods11213355
Smolokoff, A. (2023, August 2). Study finds clean labels important to most consumers. https://www.supplysidefbj.com/food-ingredients/study-finds-clean-labels-important-to-most-consumers
Sweetman, J. (2016). Commercialization of foods for customers with specific dietary needs. In Elsevier eBooks (pp. 63–77). https://doi.org/10.1016/b978-0-08-100329-9.00004-9
Timpanaro, G., & Cascone, G. (2022). Food consumption and the Covid-19 pandemic: The role of sustainability in purchasing choices. Journal of Agriculture and Food
Wijekoon, R., & Sabri, M. F. (2021). Determinants that Influence green Product purchase intention and Behavior: A literature review and guiding framework. Sustainability, 13(11), 6219. https://doi.org/10.3390/su13116219
Zugravu, C. A., Pogurschi, E., Patrascu, D., & Nicolae, C. (2017). Attitudes towards food additives: A pilot study. ResearchGate. https://www.researchgate.net/publication/312918355_Attitudes_towards_food_additives_A_pilot_study
Zhou, X., Qiao, K., Wu, H., & Zhang, Y. (2023). The impact of food additives on the abundance and composition of gut microbiota. Molecules, 28(2), 631. https://doi.org/10.3390/molecules28020631