November 11, 2025 – Consumer values are changing the meaning of “clean” in food and beverages. As worries about obesity and processed foods grow, many see natural foods as healthier. They expect brands to be authentic, with honest communication and clear ingredient sourcing. Clean label now includes not just ingredient lists but also concern for the planet. Sustainability, transparency, and trust shape buying decisions. Innova Market Insights looks at these global clean label trends.
Higher Sensitivity of What We Eat
Rising obesity and greater awareness of ultra-processed foods (UPFs) are encouraging people to choose more natural, less processed foods. Today, clean label trends show that 1 in 4 consumers worldwide say they are eliminating processed foods from their diets. Because UPFs now have a negative reputation, especially among those focused on clean eating, brands are shifting to highlight minimal processing. While the US leads this trend in messaging, other markets have room to grow and follow suit.
Consumer Concern Over Future of Planet
Clean label trends show that concerns about climate change, pollution, and natural disasters affect consumer choices. They now expect brands to be open about their sustainability efforts. Globally, 28% of consumers link environmentally friendly practices with clean labels. For these individuals, transparency involves clear details about ingredient sourcing, environmental impact, and sustainability certifications.
Empowerment through Technology
These days, people have endless information at their fingertips, so they pay close attention to things like nutrition, where their food comes from, and what a company stands for. But with so much out there: some of it accurate, some of it not; it can be really hard to know what’s true. That’s why brands are starting to use technology to help build trust and show they’re being upfront with customers.
For example, Mondelēz International and Tesco are testing a way to cut plastic waste by reducing packaging by 60% per pack. A QR code on the product lets consumers share their feedback on the new design and its usability.
Does Natural Mean Healthier?
For many consumers, clean label means foods that are more natural. Brands are changing their products to meet this expectation. Globally, 42% of people say natural ingredients define clean label foods. In response, major companies like Heinz and General Mills are getting rid of artificial dyes and phasing out ingredients like high-fructose corn syrup, which many view as unnatural.
Brands Promoting Naturalness with Plant-Based
Brands are incorporating plant-based ingredients to make their products feel more natural. They now use natural preservatives instead of chemical ones, addressing health concerns from consumers. Companies are adding high-quality, natural ingredients to enhance flavor. For example, Umami Everything’s condiments feature aged tamari and Japanese leek for bold, all-natural flavors. This trend is also reflected in dairy alternatives. Yogan’s Vegan Creami is a plant-based cream cheese made from five organic ingredients: almonds, coconut milk, agar-agar, lemon juice, and sea salt. These products highlight how brands meet the demand for clean labels with simple ingredient lists.
Back to Basics: Scratch Cooking
Clean label trends reveal that more consumers are eating at home, which has increased by 33% worldwide. This means fewer people are dining out. Cooking from scratch is now the main way people control what goes into their food and feel more self-sufficient. Retailers like Albert Heijn are responding with meal kits that simplify the preparation of fresh, homemade dishes. For instance, their curry masala kit allows consumers to quickly make authentic curry at home, supporting the trend toward cleaner eating and simpler ingredients.
Consumers Demand Honesty & Transparency
Brands are under constant scrutiny. Globally, 58% of consumers want clear information about ingredient origins. Product quality and health claims are important when purchasing food and drinks. Brands can build trust by producing products with short, clear ingredient lists. In spring 2025, M&S Food disrupted the UK cereal market with its “Only… Ingredients” cereals. This concept quickly expanded to include date bars, bread, and its oat-based milk alternative. Many other brands are reformulating products and clearly sharing the benefits of their ingredients.
What’s Next in Global Clean Label Consumer Trends?
As consumer expectations grow, transparency and honesty are more important than ever for brands. Many consumers want to know where ingredients come from. Sustainability certifications, like organic or fair trade, are also gaining importance. Efforts to cut emissions and reduce water use will earn brands more favor with consumers. Brands that clearly explain ingredient sources, simplify product labels, and commit to sustainability will gain more trust and loyalty from their customers.
This article is based on Innova’s Global Clean Label Trends: Consumer Trends & Preferences report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more.