October 14, 2025 – Consumers are now paying ever more attention to what they are eating. Labeling is becoming key as consumers scrutinize and evaluate not only the quality and safety of the ingredients but the path that these ingredients have taken and the impact they have had on the wider environment. Innova Market Insights highlights key trends shaping the global clean label food and beverage scene. We examine the consumer drivers, new product launch trends, and innovation.
Consumer Demand for Natural and Real Ingredients
Personal health remains a top priority for consumers, second only to the health of the planet, and continues to influence food and beverage choices. Many are attracted to claims about real and natural ingredients, associating them with positive health outcomes. Globally, 79% of consumers express concern about food quality, leading consumers to seek natural and real ingredients and driving global clean label product development.
Global Consumers Rejecting UPFS
The increasing backlash against ultra-processed foods (UPFs) has also fueled demand for clean label products. Most consumers read food and beverage labels before purchasing, seeking claims related to clean labels. They favor minimal processing and short, simple ingredient lists. To build trust, brands should be transparent and open. Generally, consumers prioritize fresh produce, such as fruits and vegetables, when it comes to natural eating, while artificial sweeteners and colorings are often avoided.
Clean Label and Sustainability
The health of the planet has become consumers’ #1 overall concern in recent years, and this will impact future demand in many areas. Over 90% of consumers globally said that sustainability is important to some degree when buying food and beverages. Clean labels are no longer just about ingredients in formulations — they’re also about the path these ingredients take to the product. Consumers want to know about the impact food and beverage production is having on the environment and what sustainability measures brands are taking in sourcing ingredients.
Are Consumers Willing to Pay for Sustainability?
Despite consumers wanting sustainable credentials in food and beverages, only about half of them are willing to pay extra for them. If consumers want more sustainable and ethically cleaner products, brands must be able to demonstrate the cost benefits against more economically positioned alternatives. When many parts of the world are in the grips of a cost-of-living crisis, this can be tricky to navigate.
The Use of Tech to Make Decisions
Advances in technology are fueling innovative global solutions and empowering consumers in work, health, and entertainment. For example, tech is changing how and when consumers decide on a product’s healthfulness. Openness to connect via technologies like QR codes varies by region and generation but is increasingly important for sharing nutritional info and sourcing. Younger generations, such as Generation Z and Millennials, are more likely to use tech for healthy eating. Brands use connected tech to give consumers quick access to company, product, sourcing, ethics, and nutritional info, often via links to websites or concise fact sheets highlighting key clean label credentials.
Opportunity for Clean Label in Indulgent Categories
Brands should balance clean label claims with consumer demand for indulgence. Healthy and indulgent snacks share similar valued attributes. For instance, around 25% of consumers consider no artificial ingredients important for both types of snacks. Non-GMO and organic claims are similarly valued. This shows that clean label features matter regardless of whether consumers snack for health or indulgence.
Global Brands Reformulating as US Makes Food Additives Rules Change
In April, US Health Secretary Robert F Kennedy Jr announced a ban on eight artificial food dyes and the approval of four natural color additives as part of the US effort to Make America Healthy Again (MAHA). Concerns about these additives’ effects, especially on children, have led to their ban by the end of 2026. Many brands are moving towards cleaner labels. They are reformulating their products with natural ingredients. An example is PepsiCo’s Simply range, which replaces artificial colors and flavors in well-known snack brands.
New Product Development in Clean Label
Globally, nearly 1 in 3 new F&B product launches have a clean label claim. These claims include “no additives or preservatives,” “Ethical – environment,” and “Organic.” Ethical – environment claims have performed the best and have seen a steady rise in penetration. Natural claims have also seen solid growth. Australasia, North America, and Europe have growth that is higher than the global average for clean label claims. GMO-free claims are far more important in North America than elsewhere, whereas Europe is a key region for ethical–environment claims. Clean label launches in hot drinks are growing fast as sourcing comes under scrutiny. For example, Replantea launched Darjeeling First Flush Organic Black Tea in Spain recently.
What’s Next in Global Clean Label Trends?
Clarity is essential when it comes to food labeling. Using simple ingredient lists with recognizable ingredients and transparent sourcing details empowers consumers to make informed purchase decisions. The term ‘minimally processed’ is more commonly used in the US, but as the global backlash against ultra-processed foods (UPFs) continues, there will likely be a shift toward clearer language and familiar acronyms. Consumers are increasingly open to leveraging technology to support their shopping and eating choices. We can expect innovations in how this technology is used not only to communicate clean labels more effectively but also to streamline the shopping experience. Additionally, established brands are likely to reformulate products more frequently, partly due to new food ingredient regulations in the US impacting major global brands, and partly in response to consumer demand for cleaner, healthier options.
This article is based on Innova’s Clean Label – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more