What Is

Clean Label?
A primer for suppliers and manufacturers
Are Consumers Aware of the Term “Clean Label”

4%
32%
Heard but do
Heard but minimal/
no impact

not understand
47%
Never Heard

17%
Heard and consider/
influenced
Nutrition Business Journal survey, 2014

What Consumers Want

NON-GMO: Today non-GMO trumps natural because SPECIALTY DIETS/FREE
it’s a term with a tangible definition. But, the burden FROM: Avoid products that
placed to achieve Non-GMO Project Verification across trigger common food allergies
a product suite can be time consuming, and expensive. or dietary preferences.

5%
Sales of non-GMO products grew

10% to $190
Million
Nutrition Business Journal, 2014.
in the U.S.
in 2014
Of U.S. adults (about
16 million people)
identify as vegetarian

2%
ORGANIC: USDA Certified Organic
remains a powerful clean-label category.

U.S. organic industry sales grew

12% to $35 Identify as vegan

Clean Label Essential Guide,
Functional Ingredients, 2015

Billion
Nutrition Business Journal, 2013
in 2014
RED ZONE

Ingredient To Avoid
PROBLEM INGREDIENTS: Consumers rate the ingredients they intentionally avoid.

HFCS 83%
Artificial Colors 71%
Trans Fat 58%
Sodium Lauryl Sulfate 54%
Triclosan 51%
Caramel Coloring 41%
Maltodextrin 39%
Nutrition Business Journal survey conducted between November 18th to November 25th 2014. 363 survey
takers were asked: “Rate the degree in which you avoid the following ingredients.”

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the Clean Label Essentials Guide.
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