cleanlabel

Clean label is a marketing and product development concept used in the food, beverage, and consumer goods industries. It centers on making ingredient lists shorter and more transparent, and on using ingredients that are easily recognized by consumers. The term does not refer to a single standardized standard but to a general drive toward simplicity and clarity in labeling.

The term gained prominence as shoppers expressed greater interest in transparency, fewer artificial additives, and more natural formulations. Companies adopt clean label strategies to differentiate products, build trust, and appeal to health- and sustainability-conscious consumers. The approach is often linked to reformulating products to remove artificial colors, flavors, and preservatives, reduce processing, and substitute with recognizable ingredients.

Typical goals include limiting synthetic additives, avoiding highly processed or artificial components, and presenting shorter ingredient lists. Products marketed as clean label often emphasize whole or minimally processed ingredients, simpler processing methods, and a focus on what the consumer can easily identify on the label.

Regulatory and definitional aspects vary by jurisdiction. There is no universal regulatory definition of clean label, and standards differ between countries. Some terms and claims are subject to regulatory oversight, while others rely on consumer interpretation. Certification programs exist but are not universally adopted, and critics warn of potential greenwashing when claims are vague or unverifiable.

Implications include potential effects on formulation, nutrition, safety, and shelf life, as well as on cost and supply chains. While the concept can guide product development toward transparency, it also requires careful communication to avoid misleading or misleading-sounding claims and to ensure that overall dietary quality remains a consideration. The concept spans foods, beverages, and related consumer products.