This report discusses issues surrounding clean labeling in North America, 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 declining within NPD, penetration of environmental claims is continuing to rise.