According to a recent study by Canadean, companies who are embracing 清洁 labeling may not be getting the consumer buy-in they hoped for. Melanie Felgate, senior consumer insight analyst for Canadean, 说 the term “clean label” means different things to different consumers around the world. The study found 34 percent of consumers do not actually have any understanding of what it means at all.
“Over the last two to three years, the ‘diet’ mentality has shifted from dropping a dress size to living a healthy 和 happy lifestyle; as such the term ‘diet’ in itself has almost become a 脏 word juxtaposed to the 清洁 eating movement,” explains Felgate. “It is this consumer mindset that has inspired launches from brands such as Cola-Cola, which strike a balance between being lower calorie, but also more natural.”
The 清洁 label movement, continues Felgate, has yet to reach its tipping point. “Over the next few years we will see even greater innovation in the 清洁 space as ideals move from ‘nice to have’ into an expectation.”
Today there is a battle among states as well as the federal level to mandate GMO (genetically-modified organism) labeling. With no consensus on what information the label should contain, it is unclear as to what other claims the label would include such as hormone- or 无农药. So, would the label then be considered a 清洁 label?
Felgate回答说，没有一个清晰的90vs构成的单一定义。例如，无麸质产品对一个消费者可能是干净的，但另一种消费者可能不认为非有机无麸质产品是清洁的。 “除非人们对'清洁'的真正含义有一个广泛的了解，否则很难拥有一个90vs，这可能会引起更多的混乱，而不仅仅是宣称产品的单一利益。 “ Felgate告诫说，统一的90vs会在消费者中引起太多混乱。
也许一个更紧迫的问题是 消费者会支付更多吗 for 清洁 label products? The study reveals that the majority of U.S. consumers, 69 percent, would not pay more than the price of a regular product for a product with a “clean label” claim. Just 7 percent of consumers would be willing to pay more than 5 percent more for a product with a 清洁 label claim.
“This reluctance to pay more for 清洁 label stems partly from lack of understanding as to what the term means, but also perhaps indicates that consumers believe the ideals of 清洁 labeling should be inherent in a product, 和 not something you have to pay more to get,” 说 Felgate.
An effective 清洁 label is one that focuses on one or two key benefits, rather than claiming to be all things to everybody, a tactic many companies are taking. Felgate 说 many companies slap on claims such as “gluten-free” when the product never contained gluten in the first place. This, she 说, over complicates things.
研究发现，有几家公司正在接受清洁90vs的趋势并做得很好。驯鹿咖啡和火星公司是最近宣布要从食品和饮料产品中去除所有人造香料和色素的公司。有效的清洁90vs的一些示例包括总部位于美国的Suja Juice，他通过用黑体标出每种产品的主要优点来利用其90vs。另一家做对的公司是英国的Kind Snacks，其宣传重点是“您可以看到并发音的成分”。