Clean label is gaining traction, but the jury’s still out on what it really means

Clean has become a key marketing buzzword in the FMCG industry, but many consumers are not sure what it means according to new research from GlobalData.

While awareness has grown, there remains a lack of consensus over what clean really means. The term is most likely to be seen as an indication that products are free from artificial ingredients, whether they are natural or organic, or are chemical / pesticide-free. However, some consumers also link it to other attributes such as free from allergens such as gluten.

GlobalData’s Q1, 2017, global consumer survey revealed that more consumers (70%) have some idea of what the term 'clean label' means compared to 2015 (66%). This increased awareness has been driven by the proliferation of the term  in media and online in relation to concepts such as clean eating and clean beauty.

Restaurant chain Panera Bread in the US recently pledged its food menu is now '100% clean'. The firm defines this to mean their food is free from artificial colours, flavours, sweeteners, and preservatives. However, given many consumers also interpret clean to mean other things such as minimally processed and gluten free, Panera’s strategy is potentially misleading.

As 'clean' becomes more widespread in marketing, the industry should settle on a clear definition to overcome further consumer confusion.

Source: GlobalData’s consumer surveys, Q1 2017 and Q4 2015