More and more consumers throughout the world are now opting for food and beverages carrying the description ‘clean label.’ For most, this term is synonymous with a lack of artificial additives and ingredients, with manufacturers either having replaced them with natural equivalents or kept ingredient lists as short as possible. 

By Jonathan Thomas

It is largely for this reason that the term ‘clear label’ is also sometimes applied, as ‘less is more’ is what consumers are demanding from manufacturers. This trend has been evident of late in markets such as potato-based snacks and frozen potato products. 

According to Persistence Market Research, the global market for clean label food ingredients was worth USD52.5bn in 2025. This figure is forecast to grow by an annual average of more than 7% in the period leading up to 2032, reaching a value of almost USD85bn. The European region accounted for a leading 40% of global market value in 2025, due mainly to the existence of stringent regulations governing what ingredients can be used in food and beverages, as well as the increasing consumer trend away from ultra processed foods (UPFs), although North America is experiencing the fastest growth at present. The market’s largest sector is bakery goods, which accounted for a 35% share in 2025. 

The US-based company Ingredion (which supplies a range of ingredients to the global food industry) has also conducted research regarding the concept of clean label, surveying the opinions of around 14,000 people in 29 countries. One of the key findings was that although cost remains a key purchasing consideration, consumer behavior is being influenced to a greater degree by health goals, lifestyle choices and personal values. The research found that many consumers would pay up to 20-30% more for food and beverages making health and clean label claims, with levels of willingness especially high amongst millennials and Generation Z consumers. Furthermore, many people appear to be trending away from food ingredients they do not recognize or understand. 

According to a 2023 report on the subject by FMCG Gurus, almost 80% of consumers like to see the claim ‘100% natural’ on food packaging. Some of the most important attributes associated with clean label products include naturalness (mentioned by 68% of respondents), the presence of recognizable ingredients (mentioned by 63%) and knowing the origins of ingredients (mentioned by 61%). The future appears bright for the clean label sector – the Ingredion research predicted that these products should account for up to 70% of overall product portfolios for food and beverage manufacturers by the end of 2026, up from 52% in 2021. 

One of the main issues facing the industry at present is that ‘clean label’ is a term which, although used with increasing frequency, lacks a specific legal definition. Although a strong overlap exists with other health claims such as ‘natural’, ‘organic’ or ‘free from’, the absence of any legal definition means there is a strong emphasis upon consumer trust, with the result that food and beverage manufacturers marketing their products as clean label need to be truthful and transparent regarding the provenance of their ingredients. If the term clean label is applied, consumers will often expect this to be backed up with scientific evidence. 

From a supply perspective, the global market for clean label ingredients is dominated by the world’s leading manufacturers of food additives. Many of these are especially strong in sectors where the presence of artificial ingredients has diminished, examples of which include flavors and colors. Leading suppliers of clean label food ingredients include Cargill, Ingredion, Tate & Lyle, Kerry Group, Sensient Technologies, Corbion and ADM.

Although the global market for foods positioned on a clean label platform is projected to continue expanding, various barriers do exist for manufacturers considering introducing natural additives and ingredients into their products. One of the most significant is the relatively high cost of natural ingredients compared with their synthetic or artificial counterparts, which can adversely impact upon margins. On a related note, the availability of certain natural ingredients may vary, as many are sourced from fruits or vegetables. This means that supply can be compromised by weather or climate patterns, such as droughts or poor harvests. 

The removal of artificial ingredients from foods can also compromise their functionality. One of the best examples is artificial preservatives, which are most frequently used to extend the shelf-life of food products and one of the most common targets for reduction or elimination by manufacturers. Without preservatives, food is likely to spoil at a faster rate, thereby increasing the likelihood of wastage, which does not sit well with claims relating to sustainability and ethical strategies. Other potential obstacles to future market growth include regulatory hurdles governing what can and cannot be used in food manufacture, as well as consumer skepticism questioning how ‘natural’ some of the ingredients in their foods truly are. 

Read the rest of this feature in the complimentary e-copy of the November / December Issue of Potato Processing International, which can be accessed by clicking here.