This video synopsis was written with the help of Generative AI.
In our MegaTrends for 2025 and Beyond webinar, Nick Morgan from Nutrition Integrated, investigates the evolving landscape of clean label trends, focusing on authenticity, sustainability, and the subtleties of clean versus cleaner labels. This involves understanding the nuances between terms like "clean" and "cleaner," similar to "healthy" versus "healthier."
One way to frame clean label attributes is to consider four opportunities in ‘cleaning’ up product labels:
- Active Nutrition and Ingredients: Recognizable, often plant-based ingredients that consumers can easily identify.
- Simplicity in Ingredients: The principle of "less is more," with a focus on fewer ingredients in products.
- Origin and Traceability: Ensuring transparency about the provenance and traceability of ingredients.
- Excipients and Preservatives: Managing the use of fillers, gums, and preservatives to maintain naturalness.
- Sustainability: Although not traditionally part of the clean label definition, sustainability is increasingly linked with clean label discussions. Nutrition Integrated’s comprehensive product database showed that only 16% of over 4000 brands had a dedicated sustainability page, highlighting an area for potential growth.
In striving for authenticity, brands may face challenges in balancing cost, accessibility, and the desire for cleaner labels. While not all products can be entirely clean, striving for cleaner labels is a shared industry responsibility.
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