Question 1

What does 'clean label' mean to consumers?

Accepted Answer

Clean label typically means recognisable ingredients, minimal processing, no artificial additives, and transparency about sourcing - though interpretation varies by demographic and category.

Question 2

Which ingredients do consumers most want to avoid?

Accepted Answer

Common avoidance targets include artificial preservatives, high fructose corn syrup, artificial colours, artificial sweeteners, and ingredients consumers cannot pronounce or recognise.

Question 3

How important is clean label vs price?

Accepted Answer

Clean label importance varies by category and consumer segment. Health-conscious consumers often pay premiums for clean label, while mainstream shoppers may prioritise price.

Question 4

Do certifications help clean label perception?

Accepted Answer

Certifications like USDA Organic, Non-GMO Project Verified, and Clean Label Project can validate clean label claims, though their effectiveness varies by consumer awareness and category.

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