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    The Clean Label Trend in Supplements

    12 May 2015
    Market data suggests a strong preference for labels that include products that are as close to ‘nature’ as possible and have a short list of ingredients. This strong trend in the food industry is also translating into the fast-growing food supplement arena. According to Innova Market Insights, from 2009-2014 a total of 35 percent of dietary supplements launched in Western Europe had a clean label claim. Despite economic challenges in many European markets, consumers are showing a willingness to pay more for clean label food supplements. On average, products launched with a clean label claim achieved a 26 percent price premium versus non-clean label supplements