The Changing Face of Clean Label

Much like the famous pronouncement on obscenity, consumers know what clean label is when they see it.

The growing preference for food and beverage ingredients perceived as somehow “clean” is a global phenomenon, says Dave Lundahl, founder and CEO of the behavioral research firm InsightsNow, which has been tracking this consumer segment extensively for the past four years. “These are consumers with heightened concerns about ingredients—they will not buy products that have certain ingredients in th…