Clean Label Explained – Prevention Through Transparency in the Modern Food Industry – InfoCons Consumer Protection
In recent years, European consumers have become more attentive than ever to what they put on their plates. Easy access to information, growing interest in a healthy lifestyle, and concerns about the environmental impact of food have profoundly changed how food is perceived.
In this context, the concept of the Clean Label has evolved from a simple marketing trend into a genuine movement for transparency, authenticity, and trust in the food industry.
Today, a “clean label” is no longer just about short ingredient lists, but about a broader philosophy of simplicity and responsibility: products with clear composition, minimal processing, and respect for consumers and the planet.
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What Is a “Clean Label”?
“Clean label” does not have a single legal definition, but it generally refers to food products made with simple, recognizable, and natural ingredients, minimal processing, and the avoidance of synthetic additives and preservatives.
Over time, however, consumer perception of what is considered “clean” has evolved. It now also includes aspects related to processing methods, packaging, ingredient traceability, and ethical production practices.
Common elements associated with clean label products include:
- Short and easily identifiable ingredient lists (e.g. whole grains, fruits, natural oils)
- No synthetic additives (artificial colorants, preservatives, flavor enhancers, monosodium glutamate, etc.)
- Minimal processing or alternative techniques (fermentation, enzymes, natural extraction)
- Clear and transparent labeling
- Focus on sustainability, origin, and social responsibility
Global and European Trends
Strong Market Growth
- Globally, the clean label ingredients market was estimated at approximately USD 53.2 billion in 2024, with an annual growth rate of over 6% through 2034.
- Other estimates suggest even higher values, with a CAGR of around 15% for 2025–2035.
- In Europe, the clean label ingredients market is valued at approximately USD 16.11 billion in 2025 and is projected to reach USD 22.23 billion by 2030, with a CAGR of around 64%.
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Industry Adoption
- In Europe, 35% of new food and beverage launches include at least one clean label-related claim (e.g. “no preservatives”, “natural ingredients”).
- Studies show that over 99% of European manufacturers consider clean label strategies essential to their portfolios, and approximately 87% already offer products with such claims.
- Claims such as “additive-free”, “non-GMO”, “organic”, and ethical or sustainability-related claims are among the most common.
- Recent “Clean Label 2.0” trends highlight that consumers now question not only ingredient names but also the safety of familiar ingredients and how “natural” the entire production process truly is.
What Drives the Growth of the Clean Label Concept
The Rise of the Informed Consumer
Easy access to information through the internet and social media encourages consumers to read labels, search for recognizable ingredients, and avoid unfamiliar E-numbers or complex chemical names.
Health Awareness
Consumers seeking to limit ultra-processed foods or synthetic additives often perceive clean label products as safer or more beneficial for health.
Sustainability and Responsibility
There is increasing demand for information about ingredient origin, sustainable agricultural practices, social responsibility, and recyclable or biodegradable packaging.
Trust Through Transparency
In an era marked by frequent food-related controversies, brands that adopt transparent practices—especially clear labeling—gain credibility and consumer trust.
Regulatory and Legislative Drivers
Within the European Union, regulatory updates regarding novel foods are expected from 2025 onward, with a stronger focus on safety, sustainability, and procedural efficiency.
Authorities also regularly reassess the acceptability of food additives and usage limits, increasing pressure on manufacturers to reformulate products.
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The Role of Technology and Innovation
Technology plays a key role in developing products aligned with clean label principles:
- Natural additives and bio-systems: use of natural antioxidants, plant extracts with preservative effects, enzymes, and fermentative cultures that inhibit undesirable microorganisms.
- Gentle processing: techniques that reduce ingredient degradation, such as high-pressure processing, supercritical CO₂ extraction, or moderate-temperature drying.
- Biotechnology for structure and texture: natural gums, plant fibers, and plant-based structures replacing synthetic texturizers.
- Active and intelligent packaging: packaging that controls humidity or oxygen levels, or biodegradable packaging that preserves product quality without artificial additives.
- Digitalization and traceability: blockchain, QR codes, and apps that allow consumers to track supply chains and certifications.
As a result, many brands are transitioning toward “Clean Label 2.0”, where not only ingredients matter, but the entire ecosystem—from packaging and origin to processing methods and environmental impact.
Key Characteristics of Clean Label Products
A product marketed as clean label typically combines several of the following:
- Short, readable ingredient lists
- Natural and recognizable ingredients
- Reduced or alternative processing methods
- No synthetic additives, preservatives, artificial colorants, or flavors
- Transparent labeling (origin, methods, sourcing)
- Reasonable shelf life without aggressive additives
- Consideration of environmental impact and sustainability goals
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Challenges and Limitations
- Higher costs: reformulation, safety testing, and certification increase production expenses.
- Taste and shelf-life trade-offs: removing synthetic additives can lead to faster spoilage or flavor variability.
- Risk of greenwashing: terms such as “natural” or “clean label” may be used without fully respecting the philosophy, leading to misleading marketing.
- Lack of unified regulation: absence of a single standard makes consumer verification more difficult.
- Nutritional balance: avoiding artificial additives does not automatically guarantee a healthy nutritional profile—sugar, salt, and fat content remain important.
Future Outlook
Clean label is no longer a niche concept—it is becoming a widely demanded standard, especially in Europe, where transparency and authenticity are increasingly valued.
As demand continues to grow, we are likely to see greater product diversity, more independent certifications, advanced technologies addressing current limitations, and increased competition based on quality and transparency.
Source : InfoCons Communication Department