As consumers become more health conscious, shoppers increasingly look for “clean label” foods. These are packaged foods that are naturally made with minimal added ingredients, processing, and typically no chemicals.
Consumers are paying attention to whether their food is sourced with sustainable practices, how they’re made, and where. They want to know and understand what they’re putting into their bodies.
A new report performed at the 2018 Natural Products Expo West trade show sheds light on what motivates clean-label consumers. The company surveyed more than 700 American consumers and found they fit into five major categories.1
Label Seekers
Label seekers are young, financially comfortable, and educated millennials who view clean label brands as a status symbol. They are well-informed about food and nutrition, and think thoroughly about their food purchases. They’re likely to pay extra for organic, non-GMO, and natural products. They look for the country of origin and manufacturing practices before choosing a product.
Lifestyle Shoppers
Lifestyle shoppers are older millennials and Gen-X parents who shop at all-natural specialty stores and put a lot of trust in brands they purchase. They prioritize products that have no artificial ingredients. They also care about the country of origin of a product.
Wellness Watchers
Wellness watchers are concerned about their weight and health status. They scrutinize labels before purchasing. They care most about the ingredients statement and nutritional panel.
Casual Investigators
The majority of American consumers are Casual Investigators. They are not necessarily aware of clean-label definitions but are still trying to make better purchasing decisions. They are just starting to read nutrition labels and are less likely to pay more for clean label products.
Thrifty Traditionalists
Thrifty Traditionalists don’t care so much about whether a product is clean label or not. Their doctors tell them to eat or avoid certain foods to help alleviate a medical condition. They purchase foods based on their medical needs (heart health, diabetes, etc).
The Importance of Clean Label Shopping
Consumers' purchasing decisions inform companies what kind of products they prefer. By purchasing clean-label food products, the market is telling brands that shoppers want foods with all natural ingredients, less sugar, and no chemicals. Millennials are indicating that they want products made with sustainable manufacturing practices. As consumers raise the bar, so will companies.
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Dr. Rosmy Barrios, MD is an aesthetic medicine specialist whose work focuses on patients who are treated for obesity, metabolic syndrome, and other weight-related issues through nutritional analysis, keto diet programs, and supporting medications.
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