Parents are more familiar with the ‘clean label’ term compared with non-parents

In promoting products with health-aligned claims, it makes sense for brands to tap into what parents perceive as ‘clean’ given the  association of this term with healthy credentials. In fact, there is more scope to target parents with clean claims given that just 20% of parents globally are unaware of this term, compared with 35% of non-parents.

With constant media spotlight on various foods and ingredients that are categorised as either ‘bad’ or ‘good’ for you, a proactive approach is becoming more evident among parents in securing the health of their children. Parents are increasingly demanding of products that have ‘clean’ credentials that they can trust and that will promote the healthy development and growth of their children at this crucial stage in their lives. While the meaning of the term ‘clean label’ varies among consumers, among parents, ‘free from artificial ingredients’ and ‘natural/organic claims’ resonate the most.

This creates unique opportunities for brands to align their products with the clean label concept in the food, drink and personal care sectors, given the broad appreciation for natural, ‘real’ ingredients sector-wide. 

Related links

https://www.globaldata.com/store/search/consumer/?query=UK

https://www.globaldata.com/store/report/cs1710ct–top-trends-in-baby-food-and-care-2017-exploring-the-baby-food-drinks-toiletries-and-diapers-categories/