Clean-label shoppers tend to purchase food products they feel good about for reasons that go beyond the eating experience.
The baking industry, specifically, has seen a 69% increase in products developed with cleaner labels and a 46% increase in reformulations that enable certain 'free-from' claims.
Research conducted by the Natural Marketing Institute shows that consumer demand for products perceived as 'healthier' has expanded to include products that are also better for the environment. The data shows that 54% of Millennials – and 45% of Gen Xers – consider the environmental impact of products before purchasing.
Source: Kathy Sargent (American Society of Baking), "The Rise of Clean Label Baking," SF&WB, January 2020, page 26
On The Label FIGURE XXXII
of shoppers believe transparency to mean a "plain English description of ingredients"
Source: Food Industry Association, n=2000 75%
of shoppers are more likely to switch to a brand that provides in-depth product information