COVID-19’s impact on how consumers perceive ‘clean’

Even as food and beverage companies have gone to great lengths to clean up labels avoiding the inclusion of ingredients perceived as artificial, consumers continue to seek products perceived as natural. The “natural” label claim remains the most influential both when shopping and when purchasing food prepared outside the home, according to the International Food Information Council Foundation’s 2020 Food & Health Survey.

Natural is a more widely sought claim than non-GMO, organic, locally sourced, clean ingredients and sustainably sourced by a significant margin. But one issue marketers and product developers are watching now is how the coronavirus (COVID-19) pandemic may affect consumer purchasing patterns and their perception of what is clean.

“While COVID-19 concerns mean some consumers are now buying less fresh, unpackaged food, the pandemic is fueling demand for more healthful choices,” said Jeannette O’Brien, vice president of GNT USA, Tarrytown, NY. “Clean and clear labels are a vital part of that. The recent 2020 Food & Health Survey showed consumers see food products as healthier when they’re free from artificial ingredients, non-GMO, plant-based and have shorter ingredient lists.”

Greg Stucky, chief research officer for InsightsNow, Inc., Chicago, a research consultancy, called the clean label trend a “phenomenon” and said it is continuing to grow. Mr. Stucky’s comments were made during a webinar presentation that was part of the Institute of Food Technologists’ ShIFT20 virtual meeting that replaced the canceled live event scheduled to take place in mid-July.