Introduction to the Clean Label Concept
The Clean Label concept is becoming increasingly common on supermarket shelves, reflecting the demand for more natural and healthier foods. Despite the lack of an official definition or clear regulation for the term, the Clean Label movement stands out by prioritizing products with simple and transparent ingredient lists that consumers can easily recognize.
According to Desrotulando, a Clean Label product should consist of easily identifiable ingredients, without the presence of compounds that are not clearly specified.
Although there is still no official definition for the term, Clean Label generally refers to foods that avoid artificial additives and complex ingredients. Consumers expect these products to have simple, clear labels that convey safety and transparency.
According to Euromonitor International, global sales of Clean Label products reached $180 billion in 2020, reflecting the growing interest in foods with more natural and easily understandable ingredients. Furthermore, data from Innova Market Insights shows that over 50% of global Clean Label food launches in 2018 were concentrated in categories such as sauces, baked goods, soft drinks, and snacks.
Ingredient Categorization by Anvisa
The National Health Surveillance Agency (Anvisa) plays a crucial role in monitoring the labeling and categorization of ingredients used in food products. Although many companies promote their products as Clean Label, Anvisa warns that replacing synthetic additives with natural ones does not always guarantee nutritional or safety advantages.
In 2020, Anvisa published the document "Categorization of Ingredients Derived from Plants," which discusses the use of vegetable concentrates to replace food additives. This document mentions that, while the term Clean Label is gaining strength as a marketing strategy, it cannot yet be defined as a regulatory technical term.
Clean Label Definition by Desrotulando
According to the Desrotulando platform, a product is only considered Clean Label when it consists of ingredients that are easily recognizable by the consumer. Products that use unspecified compound ingredients or feature technical and complicated terms for the consumer are not classified as Clean Label by the platform. It is expected that Clean Label products avoid the use of food additives, although the platform acknowledges that, in certain cases, these additives are necessary. For example:
Acidulants in vegetable preserves are essential to ensure food safety by preventing the proliferation of Clostridium botulinum, a bacterium that can cause severe food poisoning.
Pectin in fruit jams is added to provide the desired texture, as some fruits have insufficient levels of this soluble fiber to form the characteristic gel.
For instance, foods that use flavorings and colorings to simulate the taste of fruits without actually including them in the composition are classified as non-Clean Label.
In general, Clean Label products follow certain guidelines:
Natural Ingredients: Use of natural or minimally processed components.
Short Ingredient List: Products with fewer ingredients, prioritizing those easily recognized by consumers.
Transparency: The product's composition should be clear, without hidden ingredients or complex terms.
Some foods, while labeled as Clean Label, may still contain high levels of critical nutrients such as sugar, sodium, and saturated fat. Even so, the presence of these nutrients does not prevent a product from being considered Clean Label, as long as it is made with simple and natural ingredients, as in the case of peanut butter or cocoa powder.
Examples of Clean Label and Non-Clean Label Formulation
To illustrate, here’s the difference between a Clean Label energy drink and one that does not follow this trend:
Clean Label Energy Drink:
Water
Citric acid
Clarified apple juice
Concentrated guarana extract (natural source of caffeine) or ginseng extract
Vitamin B6 and Vitamin B12
Natural coloring
Lemon essential oil (natural flavoring)
Acacia gum (natural stabilizer)
Sorbic acid
Non-Clean Label Energy Drink:
Water
Citric acid
Concentrated glucose syrup
Anhydrous caffeine (synthetic)
Vitamin complex (niacin, pantothenic acid)
Artificial flavor
Artificial colorings
Sodium benzoate (preservative)
Potassium sorbate (preservative)
While the first version uses natural and simple ingredients, the second contains several artificial additives that, although safe, are not considered "clean" by Clean Label standards.
Benefits and Challenges of Clean Label
The Clean Label movement brings a series of benefits to brands and consumers:
Consumer Trust: Brands that opt for transparency gain customer loyalty.
Health and Well-being: Natural ingredients are often associated with better nutritional choices.
Sustainability: Many Clean Label products also promote more sustainable and ethical practices in production.
However, reformulating products to comply with Clean Label standards presents challenges, such as replacing synthetic additives without compromising the texture and shelf life of products. Additionally, regulating new natural ingredients requires attention to ensure they are safe and not misleading to consumers.
How Total Ingredientes Supports the Clean Label Movement
Total Ingredientes is committed to promoting the Clean Label movement through innovative solutions and ingredients that meet the demands of this growing market. Our portfolio is composed of products that rigorously follow the principles of naturalness, transparency, and food safety, providing our customers with high-quality and functional ingredients. Among the main highlights, we offer:
Natural Extracts: Pure and effective ingredients that offer flavor and functionality without the use of artificial additives.
Essential Oils: High-quality natural flavorings extracted from reliable sources, preserving the desired sensory characteristics.
Natural Gums: Plant-based stabilizers and thickeners, perfect for providing texture and consistency naturally.
With Total Ingredientes, the food industry can develop products aligned with consumers' demands for cleaner and healthier labels, without compromising quality, taste, or functionality.
Conclusion
The Clean Label movement is transforming the food industry, responding to consumers' demand for more natural, healthy, and transparent products. However, the lack of an official definition and specific regulation leaves room for varied interpretations.
A Clean Label product should consist of recognizable and transparent ingredients but may include certain additives essential to ensure the product's safety and functionality.
Total Ingredientes is ready to support your company in standing out in this expanding market, offering innovative solutions that meet the strict standards of Clean Label.
References:
EXAME. Clean Label Foods Shape the Future of the Food Industry. Available at: https://exame.com/bussola/alimentos-clean-label-desenham-o-futuro-da-industria-de-alimentos/.
Food Connection. The Clean Label Movement and Anvisa. Available at: https://www.foodconnection.com.br/especialistas/o-movimento-clean-label-e-anvisa.
ANVISA.
Regulatory Discussion Base Document: Clean Label. Available at: https://antigo.anvisa.gov.br/documents/33880/5833856/Documento+de+base+sobre+clean+label/118597ab-a9d8-4a14-af3e-39b5f4a88388?version=1.0.
ANVISA. (2022). RDC Resolution Nº 727, July 1, 2022. Available at: https://antigo.anvisa.gov.br/documents/10181/2718376/RDC_727_2022_.pdf/5dda644d-a6ac-428e-bb08-203e2c43ccab.
Desrotulando. What is a Clean Label Product?. Available at: https://ajuda.desrotulando.com/pt-BR/articles/8800860-o-que-e-um-produto-clean-label.
Sebrae. Clean Label Movement: The Label Everyone Can Understand. Available at: https://sebrae.com.br/sites/PortalSebrae/artigos/movimento-clean-label-o-rotulo-que-todos-conseguem-entender,a37e7bd8e8bc5810VgnVCM1000001b00320aRCRD.
Institute of Food Technologists (IFT). What is Clean Label?. Available at: https://www.ift.org/news-and-publications/blog/2018/november/what-is-clean-label.
Ingredion. Clean Label Ingredients. Available at: https://www.ingredion.com/na/en-us/solving-a-challenge/challenges/clean-label-ingredients.html#:~=Clean%20label%20ingredients%20are%20recognized,next%20level%20of%20clean%20label.