April 30, 2025 – Looking at clean label in the US and Canada requires consumer trends research into consumer attitudes and behaviors, along with tracking of claims, product innovation, and food and beverage launch trends. Several claims help define clean labels. These include non-GMO, no additives or preservatives, natural, organic, and claims pertaining to the environment. Innova Market Insights considers a food or beverage to be clean label if it has at least one of the clean label claims. Products with a clean label can be naturally healthy or sustainable and eco-friendly.
Natural Resonates More Than Processed
Consumers participating in Innova market research say that products that are fresh, natural, and/or unprocessed help define healthy eating. Although many consumers in the US and Canada say that natural food and beverage products are healthy, this percentage in the US and Canada is lower than the global average.
According to research, about half of consumers are increasing their purchases of foods that are fresh and unprocessed. A smaller proportion report buying less food that is processed. Consumers also are trying to choose products with fewer artificial ingredients.
Naturalness resonates with consumers when they pick snacks – over half of the top snack features consumers say make snacks healthy are related to natural.
Clean Label Claims Have a Solid North American Presence
Tracking data on food and beverage launch trends in the US and Canada show that over one-third of launches have a clean label claim. Of these claims, no additives/preservatives is the top claim, followed by non-GMO or GMO-free, organic, ethical regarding the environment, and natural. Ethical environment claims are growing faster than other clean label claims.
Compared to other global regions, North America ranks second in the percentage of launches with a clean label claim. Australasia is the #1 region for clean label. Clean label claims are more prevalent in Canada than in the US and growth in clean label claims is stronger in Canada.
Different categories have different penetrations of clean label claims. Nearly all of baby and toddler launches are clean label. In contrast, very few alcoholic beverages are clean label. But clean label alcoholic beverages show strong growth in the US and Canada, as do launches of meat, fish, and eggs with a clean label.
Consumers Seek Trust Through Ingredient Lists
About three-quarters of consumers report that they’ve reconsidered what they are buying because of the ingredient list. About half of North American consumers say transparency and honesty are important to them and they want to trust companies. Most consumers look for real ingredients and an ingredient list that is easy to understand. Claims for no preservatives, no artificial flavors, no artificial sweeteners, or no artificial colors appeal to US and Canada consumers. Other ways to build trust in line with clean label trends include certifications and recognizable clean label logos.
Plants and Natural Attract Consumers
North American consumers participating in consumer trends research say that they want more nutrition by looking for clean ingredients. In fact, they will choose new ingredients if the ingredients make a product more natural. They also agree that plant-based ingredients are important for a clean label, more variety, and a more natural product.
What’s Next in Clean Labels?
Clean label has a lot of opportunity in the US and Canada. Consumers care about products that are not processed and are fresh and natural. Manufacturers can respond by making clean label products natural and healthy also. Consumers say that healthy diets contain fresh and natural products. They also choose natural foods over processed ones.
Brands can take advantage of label language to promote the health benefits of products that are less processed. Consumers in the US and Canada do not want artificial ingredients and food additives.
Plant-based ingredients can play a role in clean, natural products, especially when the ingredients offer health benefits. Plant-based ingredients like botanicals can deliver additional health benefits. Innovation in natural flavors and flavor combinations enhance taste while being perceived as sustainable by consumers in North America.
Consumers in the US and Canada want labels that are clear and easy to understand. They say that knowing a product’s origin is important. Technology can provide consumers with additional information on health and product origins through apps for scanning while shopping.
Add other ethical claims to packaging in addition to environmental claims around ethical production, sustainability, and lower carbon footprint. Fair trade, animal welfare, and human welfare also are important to US consumers and Canadian consumers.
Transparency is important. North American consumers want a lot of specific information. This includes information on ingredients, the origins of ingredients, and the production process. But short ingredient lists are desirable too.
Healthy eating can be made cleaner overall. Clean labels can be on all products. Clean labels can be a part of healthier food and beverage launches. Other areas for clean labels are on free-from launches and on high-nutrition food and beverage products like those that are high in protein or plant-based.
This article is based on Innova’s Now & Next in Clean Label in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
