While 'clean label' remains an FMCG buzzword, new consumer research reveals most consumers don't know what it actually means.
Global trends researcher Canadean says its latest survey reveals a lack of consensus over the word clean in relation to products and packaging.
"A third of consumers (34%) do not actually have any understanding of what it means at all,” Canadean analyst Melanie Felgate said.
“This may reflect the fact that the term is more widely used in industry than as a marketing claim in itself.
“However as the ‘clean’ movement gains mainstream traction, as reflected by the popularity of social media hashtags such as #cleaneating, it is important that marketers understand what ‘clean’ actually means to the consumer."
Of those who do recognise the clean label term, Canadean's Q4 2015 global survey revealed it is most likely to be interpreted as meaning products which are free from artificial ingredients, are natural or organic, or are chemical/ pesticide-free, while a smaller proportion of consumers also associate it with other attributes such as being allergen-free.
“The fact that a significant proportion of consumers don't understand the term or interpret it to mean, for example, that a product could be gluten-free, suggests that brands should continue to place their marketing focus on core benefits rather than simply promoting their products as clean," Felgate said.
“The lack of clarity may actually turn consumers away from brands marketed in this way, rather than promoting the simplicity that should underpin the ideals of clean labelling."
So how can brands align with the clean label trend without alienating consumers?
The recent approach by US coffee chain Caribou Coffee is a smart one, according to Felgate.
"While Caribou Coffee promotes the removal of artificial flavourings as their 'clean label pledge', the message given to consumers focuses strongly on the sensory benefits,” she said.
“The brand emphasises the 'realness' of its ingredients to provide a 'superior flavour,' with slogans like 'change you can taste' and 'it just got real' taking centre-stage.
“Highlighting these sensory advantages will resonate much more strongly with consumers than relying solely on the potentially confusing clean label message to sell the brand."
Not all consumers are clear about the meaning of 'clean label'.
