What does 'clean label' mean to consumers?

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

Which ingredients do consumers most want to avoid?

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

How important is clean label vs price?

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

Do certifications help clean label perception?

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.

Research Studies

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Clean Label Research Studies

Clean label has evolved from a trend to a baseline expectation for many consumers. Ditto's Clean Label research reveals which ingredients consumers actively avoid, how they interpret labels, and what 'clean' actually means to different demographics.

These studies explore ingredient transparency, natural and organic claims, additive avoidance, and the hierarchy of concerns that drive clean label purchase behaviour. Each study provides specific insights on ingredient perception and label communication.

What You'll Discover

Which ingredients consumers actively avoid and why
How 'clean label' is interpreted across demographics
The hierarchy of ingredient concerns by category
Certification and claim effectiveness on clean label perception

Explore our clean label studies below, or book a demo to research your ingredient story.

Research Studies

Clean Label Research Studies

Sustainable Skincare Consumer Study - UpCircle

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