Clean Label in Food & Beverages: Perception vs. Reality

Clean Label in Food & Beverages: Perception vs. Reality

Base Year: 2019
Published May 2020
Regional Coverage: United States

An increasing number of consumers opt for food and beverage products that they perceive to be “clean” or “natural.” Gluten-free, non-GMO, no artificial colors, organic, grass-fed, and preservative-free are claims consumers pay attention to in their quest for cleaner, greener living. However, what does “clean” mean to consumers? And what labeling do they look at when perusing products? This report will focus on providing a value chain analysis of the clean label food and beverages that includes a market overview, consumer perception survey, retailer initiatives, category offerings and ingredient analysis.

This Report Will Help Subscribers Address the Following Questions:

  • What are the key trends and developments in “clean” food and beverage products?
  • What is the consumer perception of “clean” products?
  • What labeling is most appealing to consumers in different product categories?
  • How clean are the products that claim the exclusion of specific ingredients?
  • What initiatives are key retailers taking to attract consumers looking for “clean” products?
  • What are the market opportunities throughout the value chain, from ingredients to consumers?

Report Contents


Market Overview

  • Market analysis and segmentation
  • Key trends and developments
  • Value chain analysis
  • Future outlook

Consumer Perception Survey
Consumer perceptions and definitions of clean label and associated concepts such as organic and

  • Importance of buying “clean” and “natural” food and beverage products
  • Overall level of trust in “natural” or “clean” labels
  • Perception of “clean” and what it means to consumers
  • Purchases of “natural,” organic, or “clean” within categories in Table 1
  • Brand awareness
  • “Clean” label importance to overall category (categories highlighted in Table 1)

Retailer Initiatives
Key initiatives by select retailers

  • Standards and requirements
  • Offerings
  • Private-label offerings

Category Offerings
For key categories listed in Table 1, the following information will be provided:

  • Clean label importance to overall category
  • Labels and claims
    − Key and rising claims (see Table 3)
    − Commonly omitted ingredients
    − Promoted end benefits
    − Sourcing and sustainability

Ingredient Analysis

  • Analysis of ingredients used within categories
  • Rating of key ingredients and their clean label/organic/GMO-free alternatives
  • Brand offerings and ratings

Clean Label Food and Beverage Retailers

Clean Label Food and Beverage Key Labeling Examples

Clean Label Food and Beverage Product Categories

Scope & Benefits

Clean Label in Food and Beverages: Perception vs. Reality Report will be an analysis of the
market for products that are perceived as “clean” or “natural” in the United States. The report
will analyze how important “clean” and “natural” is for consumers and their perception of what
“clean” and “natural” is in the food and beverages category. The categories covered are:


  • Baby food
  • Cereal
  • Cold beverages (juices)
  • Cultured meats (cold cuts and sausages)
  • Dairy (milk, cheese, yoghurt, eggs)
  • Hot beverages (coffee and tea)
  • Meat and poultry
  • Meat replacement products
  • Packaged bread and other baked goods
  • Plant-based milk products
  • Ready-to-eat meals
  • Sweet and savory snacks

This report will help identify business opportunities by analyzing the dynamics of the market. It
will also:

  • Provide an understanding of the market and the growing movement in food and beverages
    toward “clean”
  • Offer an understanding of the consumer and the perception of what “clean” means
  • Rate key suppliers of “clean” and natural products in the market based on the ingredient list
  • Evaluate retailer initiatives toward more sustainable products
  • Assess market opportunities throughout the value chain, from ingredients to consumers


Nutritional Supplements Market in the United States

Nutritional Supplements Market in the United States

Base Year: 2019
Published July 2020​
Regional Coverage: United States

A comprehensive analysis of the U.S. market for nutritional supplements focusing on key trends, developments, challenges, and business opportunities. This report addresses multi- and single-letter vitamins, minerals, herbal products, and specialty supplements.


  • Size and segmentation of the vast nutritional supplements market including:
    • Branded products
    • Private-label products
  • Recent developments including M&A activity, market trends, and notable new products
  • Competitive assessment includes sales by company and market share
  • Retail distribution through all major outlets including food, drug, mass merchandisers, online, health food stores, warehouse clubs, direct sales and other outlets
  • Assessment of marketing activity including promotional tools, advertising and digital campaigns
  • Forecasts through 2024 by segment with insights on issues and trends likely to influence the category in the future

Report Contents


Executive Summary

An overview of the report findings

Market Segments

For each of the four segments shown in Table 1, the following information will be provided:

  • Category performance
  • Recent developments
  • Competition
  • Retail distribution
  • Marketing activity
  • Outlook
Table 1: Segments Covered​​
Segment name Vitamins Minerals​ Herbal products Specialty supplements​
Includes these types of products: ​Adult multivitamins​ ​​Calcium​ ​Elderberry​ Omega 3s and heart health supplements
​Children’s multivitamins ​Iron ​Garlic, ginseng, ginkgo biloba Glucosamine and chondroitin, CoQ10, and joint health supplements​
​Single letter vitamins (A, B, C, D, and E) ​Echinacea ​Brain health supplements
Soy, saw palmetto Collagen for hair, skin, nail support​​

Report Benefits

This report serves as an excellent resource for producers and marketers of nutritional supplements because it is based on extensive primary research with marketers in this space.  Specifically, this report assists subscribers by providing:

    • A highly reliable and independent assessment of sales and forecasts for nutritional supplements by market segment
    • Assessment of specialty supplements and herbal products including hot ingredients and expected future  market performance
    • Five-year forecasts that are grounded in reality and provide an objective source to inform business strategy and planning

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