Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods, 3rd Edition

Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods, 3rd Edition

There is no single universal definition of “clean label”, and this term is not used on food product packaging; products “free from” ingredients such as allergens, pesticides, hormones, artificial ingredients, and preservatives are key to the trend. However, attributes that products feature rather than lack are also important distinguishing characteristics. Claims of environmental sustainability; company transparency; wholesome, simple ingredients; and humanely raised animals are commonly employed by marketers to get the attention of people looking for clean labels.

“Clean label” covers three broad areas of concern – what is in the food, how it is produced, and who produces it. Factors important to clean labels include:

• fewer and more recognizable ingredients
• minimal processing that does not include preservatives, additives, or artificial ingredients (in other words, an approximation of the cooking and preparation done in home kitchens)
• exclusion of pesticides, hormones, antibiotics, or GMOs
• sustainable, environmentally responsible production and shipping practices
• product traceability and company transparency
• ethical, socially conscious business practices
• conscious (often local) sourcing
• truth in advertising

Clean label is a spectrum, so some products may be perceived as “cleaner” than others. Opinions on this vary from person to person, but consumers generally believe that companies cannot hide behind clean label claims printed on packaging. Instead, many people think that ingredient and nutritional panels speak for themselves and allow them to accurately judge a given product’s cleanliness.

Clean label and organic consumers – those who almost always buy or make every effort to eat clean label and organic foods – make up a relatively small part of the population. However, general consumers frequently hold similar opinions about the safety, quality, and healthfulness of foods, which leads many people to buy organic and clean label products.

Significant numbers of consumers think that these product features are premium, healthier, and better for animals and the planet; many are willing to pay more for such products. Expanding availability to neighborhoods and venues where these foods have traditionally not been available (e.g., convenience stores) are key to increasing access and awareness. As production processes change to accommodate the demand for cleaner foods, prices may drop enough for more consumers to purchase them regularly.

With a focus on “what’s next” and current consumer trends, Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods is packed with insights about consumer trends, behavior, and motivations to help food and beverage producers, retailers, packaging firms, employers, and investors gauge consumer perspectives and find areas for growth in a competitive market.

Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods delivers actionable predictions and recommendations designed to guide producers, retailers, and investors in making business decisions by providing data and insights about organic and clean label shoppers.

Scope

Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods is the go-to source for a complete understanding of consumers who seek out organic and clean label food and beverage products.

This Packaged Facts report analyses trends among consumers who buy and eat organic and clean label food and beverage products. The scope of analysis is centered on consumer perceptions, motivations, and behavior.

The report identifies opportunities and challenges central to the growth of the food and beverage market with a focus on organic, clean label, and other “better-for-you” foods.

Analysis within Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods combines Packaged Facts’ extensive monitoring of the food and beverage market with proprietary surveys, and evaluates current trends and future directions and opportunities, along with challenges during the pandemic and inflation era and across the broader food and beverage market.

Report Methodology

The information contained in Organic and Clean Label Food Shoppers: US Market Trends & Opportunities in Packaged Foods was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.

Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.

Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers.

Supplementing Packaged Facts’ exclusive surveys is analysis from the International Food Information Council Foundation’s (IFIC) 2024 Public Perceptions of Processed Foods Report and the 2024 Public Perceptions of Pesticide & Produce Consumption Report provide. These reports provide valuable insight into consumers’ perspectives on food purchasing decisions and diet and lifestyle choices. Additionally, IFIC’s 2023 Food and Health Survey is used to provide other useful information on consumer behavior.