November 11, 2025 – This report explores how shifting consumer values are redefining the meaning of “clean” in food and beverage choices. As rising obesity rates and concerns over ultra-processed foods grow, consumers increasingly equate being closer to nature with being healthier. They also demand greater authenticity, expecting brands to “not fake what they are not” through transparent communication and honest ingredient sourcing. Finally, the movement extends beyond ingredient lists to include planet impact, reflecting a holistic view where sustainability, transparency, and trust shape modern purchasing decisions.

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