Labelling terminology - natural and clean labelling

Natural and clean labelling

Labelling terminology has received a vast amount of attention in recent weeks as arguments continue over what should be labelled on foods. But what do consumers want to see on their food labelling?

According to research, 'no-additives', and 'no-preservatives' are the most popular clean label claims with consumers, while 'natural' struggles because of over-use and lack of definition.

In 2007, National Starch commissioned research on consumer understanding of clean label terms in the UK, Germany and the US, and followed it up in 2010 in Germany and France.

To conduct the study, researchers held a series of moderated focus groups with consumers who were the main shoppers in their households, and the aim was to see not only how attitudes to clean label terms have changed but also to understand language-specific terms.

Mike Croghan, global director of wholesome ingredients at National Starch Food Innovation said, "No additives or preservatives, whether you like it or not, that's what consumer want."

He added that natural would be more powerful, but it is still subject to some misunderstanding. "If it were better defined, it would grow stronger," he said.

Labelling terminology - clean labelling

Non-legal guidelines on use of the term 'natural' do exist in the UK and France but, with the exception of flavours, there is no Europe-wide directive defining the term.

'Clean label' is an attempt by food manufacturers to simplify ingredients lists to make them more appealing to consumers who may have the perception that fewer ingredients mean healthier products. It usually involves the removal of E-numbers, which are given to both natural and artificial additives.

As those involved in the industry know, clean labelling is a term intended for industry-use rather than consumer-use. Importantly, natural and clean label are not necessarily the same thing. Clean label embraces organic, but organic and natural are not interchangeable terms. Moreover, there are some natural additives and they may or may not be accepted as clean label.

National Starch has drawn up its own definition of 'clean label': Free from chemical additives; simple ingredient listing (without ingredients that sound chemical or artificial); minimally processed using traditional techniques that are understood by consumers and not perceived as being artificial.

Croghan said he has observed a growth in clean label eating in the last three years. "It was strong in 2007, now it's not just a trend but the way consumers expect and increasingly demand foods to be". At the same time, however, they are unwilling to compromise on aspects such as taste.

Label terminology - Natural labelling

The number of new products making natural claims increased steadily in all regions between 2005 and 2009, while those making 'minus' or 'plus' claims had dipped as a percentage of new products, said Mintel director of innovation and insight David Jago.

The percentage of new products launched globally containing natural claims (including 'no artificial colours/flavours/preservatives/additives' claims) rose from just over a quarter of new launches in 2005 to well over a third in 2009, while the percentage containing 'green' messages had risen from virtually none to well over 10 percent of new products, revealed Jago.

Over the same period, the percentage of launches containing minus claims (such as 'low fat') or plus claims (such as 'added calcium') had dropped from a third to a quarter and from 15 percent to eight percent of new launches respectively, said Mr. Jago, who was speaking at a Leatherhead Food Research conference on natural trends.

"Natural and additive-free have become part of the consumer's health and wellness vocabulary, and we're seeing growth in every category, from confectionery and soft drinks to meal centres."

Jodie Humphries

Jodie Humphries graduated from Bath Spa University with a BA Hons in Creative Writing in 2008. She has worked for GDS Publishing for the digital group since July 2009. She has previous experience with writing for the web, running her own website since April 2007.

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