Does a clean label really lead consumers to healthy eating choices?

As the clean label food trend expands, are healthy eating choices improving?

When it comes to healthy eating, clean label has been the food trend that looked to better inform consumers. With most consumers examining nutritional labels, the simplicity of ingredients is supposed to allow them to make better choices. Are these clean labels really driving a consumer to buy?

Looking down a store aisle can sometimes seem overwhelming. From sale promotions to old school favorites to new products, the options for a single type of food might make you want to throw your hands up in the air. Finding the right choice for you and your family shouldn’t be so difficult.

Over the past several years, the rise of a clean label approach has enticed some consumers to choose one option over another. Although there is not a specific definition of the term clean label, it is what it sounds like. With simple, understandable ingredients front and center on the label, consumers believe that these food options are better for them.

When a consumer picks a food, there are usually five reasons behind the choice, health, acceptable ingredients, functional ingredients, taste and sustainability, according to Kerry. As more people understand the connection between food and feeling good, these tenets become even more important.

As seen in the rise of plant-based food options, people are turning to those options not necessarily for the taste, but for the health and sustainability factors. Even though there might be a craving for that classic beef burger smothered in cheese and bacon, people will choose the plant-based food alternative with less toppings because they believe it is better for the environment and fits a healthy eating lifestyle.

Even though consumers might choose functional ingredients over taste, they want to be able to understand what compromises the food. It is more than eliminating red and blue dyes. If they cannot pronounce the long list of ingredients, there is an assumption that those ingredients might not be the best for their bodies.

With more and more companies taking to the clean label approach, companies are adapting. The savvy consumer is more willing to buy a product that they can understand versus another option. In order to compete, brands have to change their approach.

As consumers look to eliminate sugar, sodium and fat in their diets, they still want food that tastes good. That balance is a struggle that every cook looks to achieve. When a brand can find that compromise, they will connect with consumers.

Although there is no perfect solution, the clean label food trend will continue to influence consumers’ decisions. Whether or not this approach leads to healthy eating choices remains to be seen.

Are you more willing to buy a clean label food over another choice?