Clean Living Priorities Vary by Country, Region

Global interest in clean living continues to increase. Sales of clean label food products are expected to reach $180 billion in 2020, according to Greg Stucky, InsightsNow.

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By Nancy Mann Jackson

Global interest in clean living continues to increase. Sales of clean label food products are expected to reach $180 billion in 2020, according to Greg Stucky, InsightsNow, in IFT20 session 203—Global Design of Clean Label Foods. But studies show that consumers’ preferences for clean label products vary based on their geographic region, so food companies must have a deep understanding of those preferences to successfully develop and market clean label products.

For instance, Stucky shares details from an InsightsNow survey conducted in October 2019 (pre-COVID) and again in April 2020 (during COVID lockdowns in most of the world). Those surveys showed that the coronavirus pandemic is not limiting the growth of clean living; in fact, the pandemic is fueling its growth.

And the clean living phenomenon is more mature in some regions. About one-third of the population of the United States, Canada, United Kingdom, Germany, and France are committed to clean label living, for example. But in Mexico, Brazil, Turkey, India, and China, 50% or more of the population are considered “clean label enthusiasts,” according to InsightsNow research.

Those figures show that culture matters when it comes to clean living and clean label food products. People in different countries have different preferences; in some areas, gluten-free foods are more important, while in others, consumers may be more focused on avoiding artificial flavors, avoiding cholesterol, or embracing high-protein foods.

The study also revealed that consumers are highly interested in the ingredients in their foods, so food scientists and food companies must understand their preferences in order to develop successful products.

In this session, you won’t just learn about the unique preferences of consumers in various regions; you’ll also get a close-up look at how food companies and ingredient companies are successfully developing foods to fit those preferences. Mimi Sherlock (International Flavors & Fragrances) shares a unique case study that explains how her team analyzed and clarified consumer preferences in a specific region and used that analysis and understanding to develop and test products that would meet consumer demands. Webb Girard (CuliNex) also shares how his company uses consumer feedback and global trends to make sure it’s developing products that will be acceptable to consumers based on appearance, texture, flavor, cost, and shelf life.


Discover why consumers continue to seek out clean label food and beverages and how you can innovate to address their future clean label needs by viewing this session in the on-demand library.

Registration for SHIFT20 provides access to the on-demand library of sessions for a full year.

Nancy Mann Jackson is a freelance writer based in Huntsville, Ala.

Kelly Hensel

Senior Digital Editor, IFT

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