大修成分清单已成为期望而不是例外。
Today, 91% of U.S. consumers believe food and beverage options with recognizable ingredients are healthier,根据Innova的说法。As such, consumers are demanding products be reformulated to remove additives and synthetics, and to introduce ingredients listed with recognizable names and products that are minimally processed. This has led to many manufacturers rushing to reinvent their original products without compromising on taste, appearance and mouthfeel. This has been so successful that clean label products proliferate across the shelves and cold cases of grocery stores nationwide.
清洁标签已经变得如此普遍，以至于专家争辩我们正在进入“清洁标签2.0”阶段,which the meteoric proliferation of clean labels makes it harder for food and beverage companies with better-for-you options to stand out. So now the question becomes干净标签的未来接下来是什么？标签会变得清洁吗？运动会消失吗？还是消费者对已建立的新现状感到满意？
根据analysts, the answer seems to unanimously be more clean label.
“Clean label will grow exponentially especially as (a) new label form starts to take shape,” Alison Borgmeyer, dietitian and director of Cultivate at Ketchum, told Food Dive. She explained that with the proliferation of specialty diets like keto and gluten-free, which require consumers为了限制它们消耗的成分，制造商将继续需求提供适合其生活方式需求的产品。
消费品论坛支持她的论文，向食品公司展示改善了2016年约180,000种产品的健康状况，，，，an increase of more than 100,000 items from the prior year.
尤其是，随着干净的标签消费者继续要求每天便利的产品，诸如面包，玉米饼和饼干等主食产品受到制造商的关注。乳制品正在改变其成分清单中最快的所有细分市场。Statista reports2017年，Clean Label Milk和乳制品替代品占该类别销售额的90％。
However, there is one notable exception to the nearly ubiquitous presence of clean label: treats.
放纵的零食仍然滞后
While consumers are clamoring for clean labels across segments, Kantha Shelke, principal at food science and research firm Corvus Blue, said that there are a few notable exceptions to this trend.
“Clean label appears to be of less consequence in indulgent categories including novel snacks (think Flamin’ Cheetos), sweets (confectionery is still driven by impulse and even the clean label fanatics do not seem to mind synthetic colors, flavors, and emulsifiers in their favorite candies), ice cream, and alcohol,” Shelke told Food Dive in an email. “If and when these categories get overhauled, it will probably start with the sweets and ice cream first and then on to what the adults indulge on.”
的确，Halo Top和Amy的厨房巧克力等品牌表明，有一种希望将干净的标签惯例带入小吃和处理空间。甚至大型CPG公司也在加入雀巢致力于去除人造口味和颜色from its chocolate products. Similarly,好时公开承诺to prioritizing simple ingredients, transparency and responsible ingredient sourcing. Mars Wrigley Confectionery is alsomapping out a five-year planto replacing artificial flavors with ethically and sustainably sourced natural ones.
但是，谢尔克说，整个细分市场的拥抱趋势仍然很慢，因为零食被认为本质上不是那么清洁，因此对变革的需求并不那么猛烈。
"Clean label appears to be of less consequence in indulgent categories including novel snacks (think Flamin’ Cheetos), sweets (confectionery is still driven by impulse and even the clean label fanatics do not seem to mind synthetic colors, flavors, and emulsifiers in their favorite candies), ice cream, and alcohol."
Kantha Shelke
Principal, Corvus Blue
汤姆·斯皮尔（Tom Spier），，，，founder of Boulder Food Group, co-founder of EVOL Foods and the previous COO of Bear Naked Granola, disagreed.
“您不能看一下Halo Top之类的产品，并说这在放纵方面还没有很大的发展，还有其他例子正在取得很大的进步，”像Ben＆Jerry一样sustainability promisesandHäagen-Dazs with its Five series。Ben & Jerry’s cleaned up its labels early on through pioneering social responsibility efforts, which have resulted inusing 40% less carbon产生某些口味。Häagen-Dazs采取了更加表面级别的方法，并缩短了其成分清单，卸下防腐剂，稳定剂，颜色和棕榈油。
对于许多制造商和消费者来说，糖仍然仍然是一个棘手的主题。Spier指出糖是在干净的标签空间中重新定位零食的主要机会。
“If you’re just trading one type of sugar for another, I don’t know that it's much healthier, but if you’re really starting to upgrade the products through sweetener alternatives like monk fruit, you’re getting (cleaner) products to those people,” he said.
根据Statista，，，，sugar and sweeteners are the second largest category to integrate clean label claims with clean label products, making up 83% of the market share in 2017.
但是，使这种切换并让消费者效仿需要公司的产品组合，以至于很难快速地做到这一点。
“我认为他们不明白，他们只是由往往依靠与不同人口不太相关的供应链建立的业务。这是一个问题。您只能做很多事情。”他解释说。
大公司与专用标签
Private label seems to be a haven for large-scale manufacturing and distribution of clean products. Retailers who have their own production facilities can offer products in response to consumer demands, which can often be faddish and change with the wind.
One of the principal contributions that private label has brought to the clean label movement is the ingredient no-no lists. Kroger has a banned "not-considered-clean" list from which it developed its Simple Truth line. Hy-Vee has its Clean Honest Ingredients label, which eliminates more than 200 artificial ingredients. Similarly, Whole Foods has its 365 Everyday Value brand, which bans high-fructose corn syrup, hydrogenated fats, and artificial flavorings, colorings, sweeteners and preservatives.
Borgmeyer解释说，由于他们与客户的距离以及产品开发较少的方法，专用品牌品牌都可以领导着干净的标签计划。
她说：“通常，他们可以尝试并制作食谱并标记更改速度，如果不起作用，则可以。”
"Consumers will tell you they don’t want artificial colors, flavors or preservatives in their food, but when the rubber meets the road, they end up not purchasing the product when artificials are removed."
Alison Borgmeyer
营养师和导演，在凯奇姆（Ketchum）种植
她指出了Aldi，她说，这使它受益于该规模，该规模使其能够通过与客户托管每日焦点小组直接与消费者建立联系，从而准确地听到购物者从清洁标签中获得什么需求。
博格迈尔说，这并不是说较大的制造商是反干净的标签。它们只是义务更加谨慎，因为它们不像较小的初创企业或私人标签那样灵活。当他们进行更改时，需要保证这确实是消费者想要的。历史表明，即使消费者要求更少的食材，他们有时会对结果不满意，因为它们会影响颜色，质地和味道。
“Consumers will tell you they don’t want artificial colors, flavors or preservatives in their food, but when the rubber meets the road, they end up not purchasing the product when artificials are removed. There are many instances of this (think Trix cereals）和食品制造商对追逐趋势感到疲倦，因此许多人都需要等待。”
大规模清理
消费者不再仅仅关注表明该产品适合消费的清洁标签，但他们对供应链也“干净”的产品感兴趣。
据博格梅尔说，，，，this translates into seeking out products with environmentally friendly packaging and ethical claims.Innova Insights tracked the evolutionof consumers’ interest in clean supply chains and the findings include a growing interest in labels containing “environmentally friendly" and “animal welfare” claims，，，，从2011 - 2015年开始，该复合年增长率分别为72％和45％。同时，Innova发现product launches featuring ethical animal, human or environmental claims grew by 47% between 2013 and 2017.
Clean Label从易于阅读的东西变成了一种鼓励购物者批判性地思考自己的身体和想要支持的食品生产类型的方法。但是，能够这样做不仅需要标签上的普通英语，而且还需要整个供应链中的透明度。
Spier说：“没有透明度，您将不会找到所需的东西。”他认为，透明度不仅将有助于清除有关确切构成清洁标签的持续辩论，而且还将为消费者机构提供支持他们所相信的公司和事业。
“没有透明度，您将不会找到所需的东西。”
汤姆·斯皮尔（Tom Spier）
博尔德食品集团的创始人；联合创始人Evol Foods；前首席运营官熊裸麦片
达到这种透明度的水平不会在一夜之间发生。Borgmeyer指出，为了进一步转移供应链的清洁标签运动，公司将不得不通过耗时的反复试验和错误实践来投资以了解其客户需求。
她说：“从干净的标签角度来看，您必须弄清楚某些触发点对您的消费者来说将是最引人注目，最具影响力的，并将您的赌注放置下来。”
She acknowledged that with so many different options to clean up the supply chain, companies have to be fiscally responsible with the avenues they choose to pursue. Sometimes, it can be impossible for companies to budge — even if customers are clamoring for change — because of supply issues or concerns that a resulting price difference would alienate their customers.
The price is right
建造了许多供应链，尤其是在传统公司中，以达到某些利润率。结果是，这些产品与保持标签保持清洁不太关心，能够更便宜地生产 - 至少在竞争制造商能够生产等效的清洁标签产品之前on the same scale.
“Sourcing natural flavoring, natural colors and whole food sources of vitamins and minerals is very costly," Borgmeyer said. "It’s hard to tell if the added expense will be worth it in terms of sales, especially for the mainstay, long-standing brands that have had longer ingredient lists for ages.”
她和施皮尔说冷冻食品是一个段ripe for change, but has to contend with entrenched supply chain logistics that make it difficult to alter recipes and exchange ingredients. When the added concentrates, emulsifiers, binders and artificial flavors are replaced with natural alternatives, the price rises significantly — which can be a risk if consumers aren’t putting their money where their mouth is.
In 2014,超过60％的美国消费者认为缺乏人造色素和口味是进行食物购买时的重要因素。但是，什么时候通用米尔斯将消费者的需求牢记并将天然食用色素放入Trix谷物中，消费者的反弹推动了它们，以带回原始的人造食谱。
“In the end,” said Borgmeyer, “is it worth it if you’re still competing against others … that discount their products like crazy? Is it a bet that’ll pay off? That’s what many of the food makers are weighing today.”
