The “Clean Label” Trend: When Food Companies Say “Clean Label,” Here’s What Consumers Understand
“Clean label” is a term that’s not part of consumers’ everyday vocabulary. “Clean” encompasses much more than what’s listed (or not listed) on a product’s ingredient label. While the food and beverage industry has latched onto the term, consumers approach the concept from a distinct perspective.
Resources:
Report: Health + Wellness 2017
Summit: Food Culture Forecast 2018