Clean Label expert watch:

Category : Market information: figures and trends

Published on 12/12/2018

image Clean Label expert watch:

The Clean Label concept of products that contain simple, natural ingredients that consumers can identify is not new, but is increasingly attractive to consumers who want to know what they are eating.

The challenge of clean label goes far beyond simply removing artificial additives from the list of ingredients. It now encompasses issues of authenticity, traceability, and sustainable development. We are talking about products made up of simple ingredients that are familiar to consumers, developed in full transparency by real people using traditional processes that respect the planet, workers, and animal welfare.

The global market for clean label products is expected to reach 180 billion by 2020 (Euromonitor 2016)
The global market for clean label ingredients is expected to reach $47.5 billion by 2023 (Mordor Intelligence 2018)
The global market for organic products reached $124.76 billion in 2017 and is expected to reach $323 billion in 2024. (Agence Bio)
The market for natural food colouring surpassed artificial colouring in 2011 and was worth $1.3 billion in 2016. It is expected to reach $2.1 billion in 2023. Now, even natural colouring and flavours are being replaced by foods that provide the same effect, for an even cleaner list of ingredients. (Researchnester)

Evolution of clean label product launches worldwide between January 2014 and October 2018 (source: Innova Database)


73% of consumers around the world would be willing to pay more for products that use ingredients they recognise

Source: Food 360 Kantar TNS: How do you find the products that make these claims?

Naturalness is linked to the absence of artificial additives, as well as to the use of familiar ingredients that are lightly processed, organic, and sustainable.