Ingredion report examines how F&B formulators can better understand consumer psychology

04 Mar 2022 --- Ingredion’s most recent global growth report, “Harnessing the Psychology of Clean Label to Deliver Business Value,” gives recommendations to F&B industry members on stimulating business through consumer psychology. It details three stages of brand transformation and development for formulators to increase consumer trust and brand value.

They include: Clean Label Newcomer, Clean Label Explorer and Clean Label Advocate. The report elaborates on each stage, and indicates how to take a brand to the next level.

In addition to launching its new growth report, Ingredion has released its Clean Label Growth Assessment tool to help brands achieve their business and revenue goals.

The tool lets F&B formulators assess where they are in the process of becoming a clean label company. Companies who use the tool will then receive customized advice regarding how to increase their clean label credentials.

Ingredion’s latest report contains over two decades of research.Ingredion has launched a further tool called the Clean Label Business Opportunity Simulator, which was created to help F&B industry members discover the business value in transitioning to cleaner, simpler ingredients during formulation.

Daniel Haley, global platform lead of clean & simple ingredients at Ingredion says: “Understanding the psychology of clean label - the nuances, challenges and opportunities - has been Ingredion’s passion for over 25 years. Therefore, we couldn’t be better placed to help food and beverage formulators navigate and accelerate their journey to developing a clean label offering that meets both consumer needs and their commercial goals."

A transforming clean label space
Haley says that today's clean label ingredients are made to fulfill a greater range of performance and process tolerance needs, and businesses who want to grow their bottom line must partner with suppliers who take into account the full picture of product formulation. "To optimize results and improve speed-to-market, manufacturers should partner with suppliers who think holistically, not transactionally, and will advise which ingredients are most appropriate based on the overall project goals."

At present, European and North American consumers have emerged as major markets for clean label products.

"Europe leaned into clean label early on, transitioning products over time to a majority share in the market as evidence. We’re now seeing a new iteration of the trend in North America where the market is working at breakneck speed to deliver simpler labels and recognized ingredients through existing brands as well as startups across nearly all categories. This is unprecedented," explains Haley, who says Asian Pacific (APAC) are also starting to look for cleaner products. 

"APAC is also on the horizon as a hotspot for clean label, having shown significant growth in its interest in clean label in a number of areas. In dairy, the focus is indulgent yogurt; in bakery and snacks, it’s about cookies, cereal bars and biscuits aimed at balancing satiety and enjoyment of eating; and for plant-based protein alternatives, the interest is in all varieties with the intent of providing the taste and texture of the original."

Helping brands on a clean label journey
According to Haley, consumers are more health conscious compared to previous years. 

“Even before the global COVID-19 pandemic began, consumers were taking control of their diet. However, now they are significantly more connected, informed and concerned about the impact of their purchase decisions – on themselves, their family and the environment.”

Haley informs that this rising focus on health and well-being is projected to take the global clean label ingredient market from US$38.8 billion in 2020 to US$64.1 billion by 2025.

“Manufacturers and brands that do not embrace clean labels within their strategies will see consumers both switch and pay more for alternatives.”

In the past, FoodIngredientsFirst has reported on the rising preference for clean label products, as well as ambiguity surrounding the exact meaning of the term within the industry.

By Olivia Nelson