This report discusses issues surrounding clean labeling, what it means to consumers and how it is affecting NPD. Understanding of clean labels continues to evolve among consumers: although additive removal is still very much at its heart, more and more consumers are also associating the issue with environmental issues. This is reflected in NPD: while traditional clean label claims (e.g. no additives/ preservatives, GMO free, organic and natural) are relatively static within NPD, penetration of environmental claims is continuing to rise. There can be regional differences in the importance of specific claims, with Australasia leading in additive removal and North America in GMO free products, while Europe leads the way in environmental claims and organic formulations. Europe is also driving the development of eco ‘scoring’ schemes, which will allow easier identification of sustainable products. These continue to stoke debate but could ultimately be a possible replacement for some of the other claims associated with clean labeling.

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