IDDBA GUIDING TRENDS (CONT.) Trend 2: Clean, Simple Ingredients - The
Transparency Consumers Crave “Clean” has shifted from buzzword to baseline. At its core, it means short, simple, recognizable ingredient lists that signal transparency, health, and integrity. “Shoppers scan labels with a clear purpose: avoid ingredients that seem artificial, unnecessary, or unpronounceable. For nearly 1 in 3 shoppers today, “clean” means short, simple ingredient lists—which signal health and transparency for shoppers and their families because of minimal processing.” — Sarah Weise, CEO, Bixa.
“While ‘clean label’ can mean different things to different consumers, we do see sales increases in dairy, deli and bakery in products free from artificial colors and flavors.” — Sherry Frey, VP Total Wellness, NielsenIQ. Clean is no longer a claim; it’s an expectation.
“The modern definition is taking shape in the numbers: 44% of Americans say being “natural/free of artificial ingredients” is a top consideration (+5 points since 2019); 28% look for a small number of recognizable ingredients; 27% regularly avoid processed foods (+5 points since 2021).” — Rachel Bonsignore, Vice President at NIQ Consumer Life, NielsenIQ.
Clean is also about trust: “When we asked consumers about a range of options they might consider unhealthy, more chose ‘ultra- processed foods’ than any other category—even above artificial colors and high fructose corn syrup… there is a lot of confusion… consumers take mental shortcuts like looking for ingredients they can pronounce or, for better or worse, listening to influencers.” — Mike Kostyo, Vice President, Menu Matters.
Technology amplifies clean choices. “Consumers are paying attention to ingredients more than ever, and technology apps are assisting them in both curating selection and nudging healthier choices.” — Sherry Frey, NielsenIQ. Simplicity itself is a value: “Having less choice makes it easier for me to make my purchase decision” is a rising U.S. attitude (up 14 ranks from 2023–2025), and “I am always looking for ways to simplify my life” remains a top-10 mindset.” — Rachel Bonsignore, Vice President at NIQ Consumer Life, NielsenIQ .
A broader “return to purity” is underway. “Circana’s Eating Patterns in America 2025 reports 1 in 3 adults seeking to avoid ultra-processed foods. Drivers include social visibility of sourcing and wellness, longevity-oriented eating among older consumers, performance- oriented eating among Gen Z and Millennials, and parents’ focus on kids’ habits.” — Jonna Parker, Principal, Circana. ” Retailers and suppliers across both food service and retail are evaluating ingredients to meet the increased consumer demand – both at the corporate level committing to specific priorities as well as simpler, cleaner labels and claims.
While the fresh perimeter, including Dairy, Deli and Bakery, benefit from a healthy halo perception versus center-store; understanding this clean, simple ingredients movement is an opportunity for any
food product to ensure consumers’ know how the store, department or brand is supporting their needs and offering choices.”
Skepticism toward “healthy” claims remains high. “In 2025, consumer perspectives on health and wellness are more complex than ever… Only 32% say they trust large food companies to deliver genuinely healthy products… Transparency has become the ultimate marker of quality: clear labeling, short and simple ingredient lists, and claims like ‘made with real ingredients’ or ‘no artificial flavors or preservatives’ are now the most effective signifiers of quality.” — Huy Do, Trendologist, Datassential. Consumers act accordingly: “According to Datassential’s 2025 Trends Report, 24% of consumers love or like the term “clean label,” and 59% check nutrition labels before making a purchase.” — Jaclyn Marks, Trendologist & Senior Publications Manager, Datassential. “Clean labeling is in proliferation… as manufacturers highlight what their products are ‘free-from.’”
“In 2025, consumer perspectives on health and wellness are more complex than ever. Constantly bombarded by conflicting health advice from sources they increasingly distrust, many feel lost and uncertain about what truly qualifies as “healthy.” In a study conducted in February 2025, 55% of consumers say it’s confusing to tell which foods are good for them, and just 32% say they trust large food companies to deliver genuinely healthy products. As a result, consumers feel emboldened (or perhaps pressured) to lean into self-reliance and take matters into their own hands: 59% agree that only they can determine what foods are best for themselves and their families. In 2025, transparency has become the ultimate marker of quality: clear labeling, short and simple ingredient lists, and claims like “made with real ingredients,” “no artificial flavors or preservatives,” and “all-natural” are now deemed as the most effective signifiers of quality, according to a July 2025 Datassential study.” - Huy Do, Trendologist & Research and Insights Manager, Datassential
Five Takeaways for Retailers & Manufacturers
• Short lists, big trust: simplify ingredients without sacrificing flavor or performance.
• Define “clean” clearly: explain your standards; avoid vague claims.
• Make transparency visible: front-of-pack clarity, sourcing detail, QR links.
• Lean into family cues: clean communicates care for loved ones (and often planet).
• Design out confusion: labeling that reduces mental bandwidth builds loyalty.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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