At a glance

Clean label has evolved from niche trend to industry standard, reshaping product development across all categories:

• Consumer demand: 56% would pay more for recognizable ingredients; 38% of new US/Canadian launches carry clean label claims
• Key drivers: Simplicity, transparency and premium sensory experiences — especially creamy textures that drive 88% of brand switching decisions
• Strategic challenge: Delivering cost-effective solutions that maintain taste and functionality while meeting clean label expectations
• Category focus: Bakery, beverage and savory segments lead innovation with functional starches and fibers replacing complex formulations
• Competitive advantage: Success requires strategic partnerships for consumer insights, technical expertise and scalable ingredient solutions

Clean label expectations are no longer confined to niche categories or health-conscious consumers. Across the global food and beverage industry, clean label has become a strategic imperative, with brands facing mounting pressure to deliver recognizable ingredients, transparent sourcing and simplified labels without compromising taste, texture or performance. For brands navigating this complex landscape, understanding clean label food trends and implementing strategic solutions has become essential for market success.

The clean label imperative

In today's food and beverage space, "clean label" is about building trust through transparency while delivering the eating experiences consumers expect. Buyers are now reading labels, scanning ingredient lists and making purchase decisions based on what they trust and understand.

The focus on clean label reflects a fundamental shift in consumer expectations. In fact, 56% of consumers will pay more for recognizable ingredients.¹

Our approach to clean label focuses on delivering authentic experiences that consumers want. While indulgence plays an important role in many applications, achieving clean label success hinges on three key areas: consumer acceptance, functional performance and label appeal. This balanced approach recognizes that different product categories have varying requirements — from maintaining premium sensory experiences in indulgent treats to achieving optimal functionality in everyday staples.

The surge in demand for recognizable, wholesome and simple ingredients isn't slowing down. Consumer behaviors indicate this trend has staying power, with more consumers checking ingredient lists more frequently now.¹ This heightened scrutiny means brands can no longer rely on complex formulations hidden behind technical terminology.

Understanding the clean label ingredients market

What’s driving demand

Interest in clean label ingredients is growing across multiple categories, with bakery, beverage and savory segments leading the charge. This isn't a niche trend anymore. Clean label is an expectation that's reshaping entire product categories and driving innovation at unprecedented levels.

Research shows that 38% of all new US and Canadian food and beverage launches and 30% of global launches carry clean label claims.²

Several key consumer behaviors are fueling this market transformation:

• 37% of consumers check ingredient lists more than they did last year¹
• 61% prefer natural or no artificial ingredients¹

These statistics are influencing how brands design and market products — making ingredient selection and formulation systems a core strategic consideration.

Clean label from the consumer perspective

Understanding clean label food trends requires looking beyond surface-level preferences to learn the deeper motivations driving consumer choices. Today's consumers define clean label through several key attributes.

Although there is no official regulatory definition, clean label is largely driven by consumer perception of acceptable ingredients, preferred label claims and factors like familiarity. Moreover, their ingredient listing aligns with consumers' understanding of on-pack claims.

Simplicity and transparency remain top priorities. Consumers want to see short ingredient lists, but simplicity doesn't mean sacrificing functionality or performance. Brands must balance streamlined formulations with products that deliver on taste, texture and freshness expectations.

Sensory experience matters just as much. The most successful clean label innovations recognize that sensory experience is paramount. Creamy, indulgent textures are king across categories, with "creamy" serving as shorthand for indulgence in consumers' minds. Whether in bakery applications, beverages or savory products, texture drives purchase decisions and brand loyalty.

This emphasis on sensory experience explains why 88% of consumers would switch brands over texture dissatisfaction.³ Clean label ingredients’ success requires solutions that deliver both label appeal and exceptional mouthfeel.

Smart innovation for clean label: Balancing cost, taste and transparency

Consumers expect premium experiences at accessible price points, putting pressure on brands to find cost-effective solutions that don't sacrifice quality.

Innovative ingredient solutions can help brands address this challenge by delivering multiple benefits from single ingredients. For example, functional starches and fibers can reduce the use of expensive dairy solids and fats while preserving taste and texture. This approach helps manage input costs and support margin management as well as clean label objectives.

A successful clean label reformulation strategy delivers value through:

• Margin management: Clean label ingredients can reduce reliance on expensive dairy solids and fats while maintaining desired functionality and sensory appeal
• Functional performance: Multifunctional ingredients like functional native starches and citrus fibers withstand temperature variations and extend shelf life, reducing waste and supporting cost efficiency
• Label appeal: Clean label credentials enable premium positioning while non-GMO and certified organic options support on-pack labeling that commands higher price points
• Nutritional and wellness appeal: Ingredients that improve nutritional profiles while maintaining taste can justify premium pricing in health-conscious market segments

Ingredion’s clean label solutions help brands meet these challenges by offering:

• Starches and fibers that reduce fat, dairy solids and stabilizer reliance
• Multifunctional blends that enhance viscosity and mouthfeel
• Formulation support that shortens development cycles and improves scalability

Premium mouthfeel and extended shelf stability don't have to come at premium costs. Strategic ingredient selection enables brands to maintain competitive pricing while meeting clean label expectations.

Category-specific innovation trends

Bakery: more creamy fillings, fewer artificial ingredients

The bakery segment exemplifies how clean label food trends are driving category-specific innovations. Clean label indulgence is reshaping cakes, pastries and fillings, with consumers demanding both recognizable ingredients and exceptional eating experiences.

Functional native starches and waxy rice bases are enabling bakers to achieve soft textures and extended freshness. These ingredients deliver the performance characteristics bakers need while supporting clean label positioning.

Additional innovation in this space focuses on creating indulgent fillings and frostings that maintain their appeal throughout their shelf life. The challenge lies in balancing moisture retention, texture stability and clean label requirements — a complex equation that requires sophisticated ingredient solutions.

Beverage: Satisfying the craving for creamy sips

The beverage category presents unique opportunities within the clean label ingredients market, particularly in high-protein, plant-based and instant drinks. Consumers expect creamy textures that rival traditional dairy-based beverages, but with cleaner, simpler ingredient statements.

Innovative solutions like NOVATION^® functional native starches and citrus fiber-based FIBERTEX™ CF ingredients are enabling beverage brands to deliver rich, creamy mouthfeel without relying on artificial thickeners or complex stabilizer systems. These ingredients provide the functionality brands need while supporting clean label messaging.

Savory: Smooth sauces and dressings, simplified

Savory categories represent another significant opportunity within clean label trends, particularly in soups, sauces and dressings where creaminess without cream has become a key innovation driver. Consumers want rich, satisfying textures, but with ingredient statements they can understand and trust.

Tapioca and rice flours, along with upcycled citrus fiber solutions, are enabling brands to create smooth, stable emulsions without relying on emulsifiers or complex stabilizer blends. These ingredients provide clean emulsification while supporting both sustainability and clean label objectives.

Staying competitive in the clean label ingredients market

Co-creation with a strategic partner

Navigating the complexities of the clean label ingredients market requires expertise that extends beyond traditional ingredient supply relationships. Brands benefit from partnerships that provide access to consumer insights, technical expertise and innovation capabilities.

Ingredion's proprietary ATLAS research and Idea Labs^® innovation centers provide brands with comprehensive support for clean label innovation.

With ATLAS' depth and breadth of insight, food and beverage manufacturers can identify emerging patterns and shifts over time, enabling them to choose the right ingredients and claims that align with what consumers truly value. This research-backed approach ensures product development efforts focus on attributes that drive actual purchase decisions.

Ingredion’s advanced sensory testing capabilities help brands calibrate formulations to deliver exceptional eating experiences while maintaining clean label credentials.

Understanding that clean label expectations vary by market, Ingredion expert teams provide localized insights and solutions that support global brands' diverse market requirements. This approach ensures consistent brand positioning while respecting regional preferences.

Comprehensive formulation support accelerates time-to-market by providing proven ingredient solutions and technical expertise. This collaborative approach reduces development risks while supporting innovation objectives.

Manufacturers who want to get the most out of their clean label initiatives need data-backed, scalable and regulatory-compliant innovation solutions. Strategic partnerships provide access to these capabilities without requiring internal investment in specialized expertise.

Where the market is headed

Clean label isn't a fleeting trend — it's a strategic mandate that's reshaping the entire food and beverage industry. Consumer expectations will only grow more nuanced as clean label becomes the baseline expectation rather than a premium positioning strategy. Brands that recognize this shift and invest in appropriate ingredient solutions and innovation capabilities will be best positioned for long-term success.

Ingredion helps brands lead with indulgence, clarity and cost-efficiency in the clean label ingredients market. Through comprehensive ingredient portfolios, technical expertise and consumer insights, manufacturers can navigate this complex landscape while building sustainable competitive advantages.

Ready to advance your clean label strategy? Explore our clean label portfolio or connect with our formulation team to discover how innovative ingredient solutions can help you meet expectations while delivering exceptional consumer experiences.

Meet the expert

Related content and resources

References:

1. Ingredion proprietary study, ATLAS Global Consumer Research, 2023

2. Innova, Now & Next in Clean Label in the US & Canada, 2024

3. Ingredion proprietary research, Texture Global Consumer Research, 2024

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