The future is clear: Build consumer trust to be part of the future of food

Today, there are two big reasons why so many consumers want cleaner labels.

In this report, we’ll explore these key drivers, alongside the views of consumers across Europe on the growing clean label trend.

• A focus on health: particularly since the pandemic, people are thinking more carefully about their wellbeing and how their diet can support healthier lifestyles.
  And products with shorter lists of recognisable ingredients that are perceived as ‘natural’ provide reassurance to consumers about the quality of the food they eat.

• The increased cost of living: food inflation hit almost 20% in Europe during 2023, forcing people to think carefully about ‘value for money’ every time they put their hand in their pocket.

We’ve been speaking to consumers of all ages across the UK and Germany to delve into these factors further, and understand what different generations want when it comes to clean label products.

Our report explains how Tate & Lyle can help you reformulate your products to meet this demand, while still delivering on taste, quality, price and convenience.

Kerstin Werner, Category Development Manager for Soups, Sauces and Dressings, Tate & Lyle says: “While ‘clean label’ is not defined in a binary way, it’s well understood by manufacturers that the clean label movement will continue to evolve.

"While there are some variations between consumers in different nations and age groups, they have more in common than differences.

“They now have higher expectations of the food they eat, and this is a habit that they will likely carry with them through their lives.

“At the same time, regulators will continue their drive for higher food standards, which can support better public health and help on the journey to net zero.

“Against this backdrop, Tate & Lyle is on the side of manufacturers as you work to adjust to this ‘new normal’.

“We’re innovating cleaner ingredients, supporting your clean product development and creating opportunities for brands across Europe and beyond.“The future of food is clear, so let’s make it happen together!”

Download the free research report now to learn more.