Packaged Facts: Consumers increasingly seek clean label foods, which generally refer to food that has fewer, recognizable ingredients and minimal processing; survey finds 51% of respondents look for clean label products, while 40% seek out organic foods

July 18, 2024 (press release) –

There's no single definition, but "clean label" generally refers to food products with fewer, recognizable ingredients and minimal processing.

CLEVELAND OH, July 18, 2024 -- According to Packaged Facts’ new report Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods, consumers desire clear and honest information about the food they eat. This report dives deep into the growing clean label and organic trend, revealing the factors influencing consumer choices and opportunities for food manufacturers and retailers.

Packaged Facts’ May 2024 National Online Consumer Survey reveals that 51% of respondents seek out clean label packaged foods, while 40% seek out organic foods.

What is "Clean Label"?

There's no single definition, but "clean label" generally refers to food products with fewer, recognizable ingredients and minimal processing. Consumers are also looking beyond the absence of artificial flavors and preservatives – ethical sourcing, sustainable practices, and a company's social responsibility are all part of the equation.

Key Trends:

• The growing importance of transparency: Consumers want to know what is in their food, how it is produced, and who produces it. Clean label goes beyond ingredients, encompassing ethical sourcing, environmental responsibility, and a company's social values.
• A spectrum of "cleanliness": Products can be perceived as "cleaner" depending on factors like minimal processing, local sourcing, and truth in advertising. Consumers rely on ingredient lists and packaging claims to make informed choices.
• The rise of plant-based alternatives: Concerns about health, animal welfare, and climate change are driving interest in plant-based foods. Even these products are getting a clean label makeover, featuring simpler ingredients and healthier profiles.
• Key target markets: Higher-income and younger consumers, as well as parents with young children, are most likely to seek out clean label products. These demographics value quality, health, and ethical practices.

This Packaged Facts report analyses trends among consumers who buy and eat organic and clean label food and beverage products. The scope of analysis is centered on consumer perceptions, motivations, and behavior.

The report identifies opportunities and challenges central to the growth of the food and beverage market with a focus on organic, clean label, and other “better-for-you” foods.

It features dozens of tables showcasing numerical survey data on consumer demographics and psychographics and numerous marketing photographs. This report goes in-depth on historical  COVID-19 and inflation trends that have affected the food and beverage market.

The reasons for and implications of shifts in consumer perception and behavior are analyzed in the context of future market opportunities.

For more information, see the Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods report page.

About Packaged Facts  

Packaged Facts is a consumer research arm of Freedonia Group. Packaged Facts publishes market intelligence on a wide range of market topics, including consumer demographics and shopper insights, the food and beverage market, consumer financial products and services, consumer goods and retailing, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at our company website.

Media Contact: cgangloff@freedoniagroup.com  

Report Purchases: jmiller@freedoniagroup.com

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