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Baking industry reacts to HFSS advertising ban

Puratos UK launches Belcolade reduced sugar chocolate

Clean label is fast becoming the expectation, not the exception

Clean label is fast becoming the expectation, not the exception By Gill Hyslop Consumers are increasingly reading product labels and searching out ‘clean’ ingredients lists that are shorter and feature recognisable ingredients that are sourced from nature. Artificial or chemical ingredients are the main undesirables, while there is also interest in excluding ingredients that consumers may perceive to be unnecessary. Clean label was found to be a top consumer trend in the 2019 Puratos global Taste Tomorrow report, the world’s largest bakery, patisserie and chocolate consumer survey. The trend for transparency, focus on health and greater interest in what goes into food has led to consumers checking labels more than ever before. The survey found 86% of people check labels, with 36% of people looking for details on preservatives and 33% checking information on artificial colourings and flavourings.

Clean label is fast becoming the expectation, not the exception

Consumers are increasingly reading product labels and searching out ‘clean’ ingredients lists that are shorter and feature recognisable ingredients that are sourced from nature. Artificial or chemical ingredients are the main undesirables, while there is also interest in excluding ingredients that consumers may perceive to be unnecessary.

End of the in-store bakery? Bread & baked goods category report 2021