Understanding “Clean Label” in Nutraceuticals and Food:
A Guide to Transparent Product Labelling
The demand for transparency in food and nutraceutical labelling continues to rise. Today’s consumers are not only more health-conscious but also better informed – they want clear, honest, and natural-sounding ingredient lists that they can easily understand and trust. This growing trend, often referred to as “clean labelling,” reflects a shift away from synthetic-sounding or overly complex ingredients toward simplicity, recognizability, and transparency.
What Does “Clean Label” Really Mean?
While the term “clean label” is not legally regulated, industry experts – including the team at BIOGRUND, a member of the Clean Label Alliance – have identified core principles that help define it. A product is considered to meet clean label standards when it features ingredients that are:
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Recognizable and easy to pronounce
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Traceable to a natural or familiar origin
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Perceived positively by consumers in terms of health and trustworthiness
In short, clean labelling is about creating an ingredient list that consumers can both comprehend and feel good about.
Three Key Questions to Determine Clean Label Compliance
To assess whether your product aligns with clean label expectations, consider these three consumer-focused questions. If you can confidently answer “Yes” to all of them, your product likely meets clean label standards:
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Are the ingredient names easy to pronounce?
Simplicity in wording makes ingredients more approachable. For example, “guar gum” is easier to articulate and accept than “polyvinylpyrrolidone,” which may raise suspicion due to its complexity. -
Is the source of each ingredient clear to the consumer?
Indicating natural origins, such as in the case of a “rice extract mixture,” allows consumers to connect the ingredient with a familiar, natural source. This improves transparency and trust. -
Does the ingredient name evoke a positive emotional or health-related response?
When consumers read “pea starch” instead of “modified starch,” they’re more likely to feel that the product aligns with their desire for minimally processed, natural components. Similarly, “rice extract” often inspires more confidence than “magnesium stearate,” which can sound synthetic or unfamiliar.
Clean Labeling in Nutraceutical Formulation
Clean label requirements have significant implications for formulation. For nutraceutical manufacturers, the challenge lies in replacing functional but consumer-unfriendly excipients with cleaner alternatives – without compromising performance, shelf stability, or compliance with regulatory standards. For example, replacing artificial colorants or synthetic binders may require a careful balancing act of ingredient functionality, cost, and consumer perception.
Moreover, as clean label trends continue to grow within dietary supplements, there’s increasing interest in excipients that are plant-derived, allergen-free, and non-GMO. Technical innovations now allow formulators to explore multifunctional excipients that meet clean label demands while offering benefits such as improved flowability, compressibility, or taste masking.
Making Clean Labeling Visible on Packaging
To help consumers recognize and trust clean label products, manufacturers should highlight relevant claims directly on packaging. Common declarations include:
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“No synthetic colors”
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“Free from artificial preservatives”
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“Contains no nanoparticles”
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“100% plant-based ingredients”
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“BIO certified” or “Organic certified” where applicable
These front-of-pack statements can strongly influence purchasing decisions, especially in the nutraceutical sector, where consumer trust and perceived purity are paramount.
Why It Matters Now More Than Ever
In the context of growing regulatory scrutiny, increased consumer activism, and the rising popularity of natural health solutions, clean label is no longer a niche trend – it is becoming the norm. Nutraceutical companies that embrace this approach will not only meet consumer expectations but also strengthen brand loyalty and differentiate their products in a competitive market.
Although there is currently no universal legal definition of “clean label,” initiatives like the Clean Label Alliance – of which BIOGRUND is a proactive member – continue to provide valuable industry guidance based on both research and real-world application.
This definition is based on experience and research by BIOGRUND (Member of the Clean Label Alliance).