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Unpacking the Clean Label Conundrum

Distrust and skepticism persist in U.S. food & beverage market despite the popularity of natural, organic, and clean label products

Rockville (MD), — Some terms associated with clean labels are defined and regulated by the U.S. government, albeit not always to the satisfaction of consumers or advocacy groups, reports market research firm Packaged Facts in the 2018 study, Organic and Clean Label Food Consumer in the U.S.. Other terms, most notably “natural,” are widely used but essentially meaningless, and attributes like “minimally processed” are more conceptual than quantifiable. The dearth of standardized, consistently-applied language can be a significant obstacle in the marketing of clean label foods, which are expected to embody the principles of authenticity, integrity, and trust. On the other hand, the connection with clean label for consumers...

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