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From clean label to clean conscience: How ethical and environmental claims will help brands stay ahead of the trend
By Flora Southey
The clean label trend is evolving. Tomorrow’s consumers will not just seek out clean labels, but will want to buy from brands with a ‘clean conscience’, according to market insight firm Mintel.
Industry term ‘clean label’ has long been associated with ‘natural’ and ‘no artificial ingredients’ claims. However, the clean label trend – driven by consumer demand – is changing and expanding.
Today’s consumer associates clean label attributes and naturalness to health, according to Mintel senior analyst, Global Food Science, Emma Schofield.