The definition of clean label varies by region, market and customer while continuously evolving as consumer demand changes. We talk about clean label as the consumers’ favorable perception of labels with less complicated and chemical-sounding ingredients. For example, a product that is considered clean label by a consumer in the U.S. may not be considered ‘clean’ by a consumer in Singapore, and vice versa. Also, the concern for clean label colors varies by region.
This trend brief highlights articles from industry experts around the world regarding clean label color trends. The majority of trends revolve around the increased importance of replacing artificial colors with natural colors that are still “Instagrammable.” Learn more about the trend for shareable natural colors.
What we are reading:
Guan Yu Lim, Food Navigator [Published August 6, 2020] This article discusses how clean label colors are becoming more important in the APAC region with the onset of health and wellness trends. Although it is still less of a concern than in North America and Europe, 61% of APAC consumers now believe that it is important that their colors in food and beverage be natural, compared to 68% in Europe. |
Christiane Lippert, Food Beverage Insider [Published January 10, 2019] What do kids and parents really think about colors (both artificial and natural) in candy? When it comes to candy, it seems that both prefer natural, but on the condition that the taste is similar to the product when it uses artificial colors. This means that they prefer natural colors as long as they are not sacrificing the taste that they are used to. |
Alice Lee, Food Beverage Insider [Published July 24, 2020] As many as 69% of Millennials regularly take a picture of their food before they eat it, with bakery products being one of the most popular categories shared on Instagram. Meanwhile, six out of 10 shoppers globally try to avoid artificial colors, flavors and preservatives, according to Nielsen. This article talks about the importance of visually-appealing clean label colors. |
Cathy Siegner, Food Dive [Published February 6, 2020] This article takes a look at the clean label trend in general, as consumer demand for cleaner labels with “no artificial ingredients” increases. It also looks at several ingredients that consumers are currently looking towards as natural replacements for artificial flavors, preservatives and colors. |
To read more about recent clean label food trends and insights, we recommend this page: Clean Label Food Trends.
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