Clean label has become more pertinent in recent years and claim visibility has become more essential with the rise of e-commerce. The definition of clean products is also nudging past the limits of health and nutrition to cover a more holistic perception of wellness, including food safety and transparency. This report showcases case studies of how category growth is bolstered by the introduction of clean products and how companies tap into claims for a competitive edge.
This report comes in PPT.
Clean label has evolved in recent years from being exclusively linked to nutrition, to a broader definition of health and wellness. Clean label also includes the processing level of the product, the latter of which has gained much attention in certain parts of the world.
In emerging markets where relatively high price points are a significant barrier, increased attention on e-commerce channels will dampen consumer deterrence. Although traditional trade is still the most significant channel, e-commerce will strongly raise the awareness and visibility of clean label products.
Many manufacturers leverage clean label to position themselves as more healthful. This strategy has proven successful to debunk an unhealthy image of certain categories, as well as to differentiate brands from others. Despite the constant reinvention of clean label, its link to health is not likely to be severed.
Shifting meal occasions and a surge of players into packaged food are likely to see a stronger increase of clean label products. Key areas for growth include meal solutions at home, especially in markets where the demand for shelf stable packaged food is high due to a low penetration of fridge freezers.
An overall shift of consumer preference towards purposeful consumption and sustainability will benefit clean label as well and continue to challenge what it means for a brand to be “clean” – consequently raising the importance of natural food and clean label in an increasingly purpose-driven future of food.
In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.See All of Our Definitions
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!