There is no one reason why people are interested in buying “clean label” products that clearly state their nutritional benefits. This means there isn’t a perfect formula for a food or beverage brand’s healthy labeling strategy for nutrition-conscious shoppers. This adds a complicated wrinkle to design efforts. Leaders will have to consider the impact of a specific claim or certification on their brands’ particular audiences, weighing such factors as the average age of their shoppers and the laws governing packaging in their regions.
Defining shoppers’ motives
According to Nutritional Outlook, a recent Kerry survey presented at Natural Products Expo West put a specific face on today’s health-food consumer. Or, rather, five faces. The data broke modern grocery shoppers into distinct categories based on how they evaluate products in stores.
Label seekers are educated and fairly well-off, and they look for responsibly sourced products as a status symbol. Lifestyle shoppers are older and they tend to trust brand names rather than specific seals and certifications when picking healthy foods. Wellness watchers are actively trying to put together healthy diets, and they carefully read ingredient lists. Casual investigators may not be willing to spend extra on foods with clean labels, but they do value clear, simple information. Thrifty traditionalists are more interested in addressing present health needs than dealing with abstract clean-label claims.
Kerry Director of Marketing Insights Soumya Nair told Nutritional Outlook that companies are likely to find the greatest success for clean labeling efforts among the first two groups, but that with some additional information, the third and fourth segments could become loyal buyers. Strategies to expand the appeal of clean labels will likely hinge on winning casual investigators over.
When clean labeling backfires
Launching a clean-labeled product without giving adequate care to the effort may result in backtracking. Food Business News noted that General Mills appeared to misjudge the market for Trix cereal – the company failed to find widespread success with a version lacking artificial colorings and relying on simple ingredients. While General Mills decided to keep the more low-key Trix formula on the market, it brought back the bright formula as “Trix Classic.”
NPD Group Vice President David Portalatin told Food Business News consumers are interested in occasionally buying items that are sold as treats instead of sticking with all health all the time. Even buyers who are normally interested in natural items like to reward their responsible eating with indulgent snacks – in moderate amounts, of course.
Brands that want to print clean food and beverage labels in-house should reach out to OptiMedia Labs on our U.S. site or Canadian page.