Consumers are showing increasing interest in products with short and easily understandable ingredient lists, pushing the trend of clean label increasingly at the centre of brand and retailer strategies.
According to the most recent investigations of Global Data, the search for simplicity and transparency is now a key driver in purchasing choices.
The growing focus on healthy eating and wellness is expanding the offering of clean label products, characterized by recognizable ingredients, streamlined production processes, and clear label information. This approach taps into the need for trust among consumers, who are often confused by complex nutritional claims and lengthy formulations.
GlobalData's 2025 data indicates that the 66% of consumers often or always chooses a product based on its perceived health benefits, while the 69 % They say they actively check ingredient lists when shopping. However, almost half of those surveyed admit they have trouble understanding which products are truly healthy.
In this context, simple labels and familiar ingredients become a competitive advantage. GlobalData cites the range as a prime example. Only … Ingredients di Marks & Spencer, which enhances the limited number of ingredients as a distinctive element of the offering.
Alongside these opportunities, however, critical issues emerge regarding costs. The use of natural ingredients and the elimination of artificial additives can increase production complexity and impact final prices. This is a sensitive issue, considering that83% of consumers considers price an essential factor and tends to turn towards cheaper alternatives in the event of price increases.
The challenge for retailers and manufacturers is therefore to find a balance between clean label credibility and affordabilityAccording to GlobalData, brands capable of combining transparency, simplicity, and competitive pricing will be best positioned to transform clean label from an emerging trend to a recurring purchasing choice, even in a context of pressure on spending power.
