As health and wellness priorities continue to influence consumer habits, the rise of clean-label food and drink products – typically defined by their focus on ingredient simplicity – is gaining momentum, GlobalData has said.
“Clean-label foods emphasise simplicity and transparency – they use familiar, recognisable ingredients, provide clear, easy-to-read labels, and rely on minimal processing,” commented Eve Forshaw, consumer analyst at GlobalData.
According to GlobalData, the rise of clean-label products reflects a broader shift towards more ‘mindful’ consumption habits, with consumers increasingly choosing moderation and the avoidance of certain foods to support their well-being, while still leaving room for the occasional indulgence.
Consumer feedback
Two-thirds (66%) of respondents to GlobalData’s 2025 Q3 global consumer survey said that the impact of a product on an individual’s health and well-being either ‘often’ or ‘always’ influences what they purchase.
In addition, more than three quarters (77%) of respondents considered simple ingredients an ‘essential’ or ‘nice to have’ product feature, reinforcing the drive towards clean label.
Elsewhere, a separate study by GlobalData, carried out in the first quarter of last year, found that 69% of consumers pay ‘high’ or ‘very high’ attention to the ingredients in the food and drinks they consume, with close to half (48%) either ‘agreeing’ or ‘strongly agreeing’ that identifying products that are healthy can be confusing.
GlobalData pointed to Marks & Spencer’s recently-expanded ‘Only Ingredients’ range, which uses a limited number of ingredients, clearly labelled on the packaging, as a response to this trend.
“Clean label aligns with key consumer priorities: healthier lifestyles, ingredient simplicity, and ingredient transparency,” Forshaw added. “Survey data shows strong demand for easy-to-understand formulations, and retailers such as Marks & Spencer are already leveraging this into clear product propositions.
“Yet premium pricing risks limiting adoption when many shoppers are managing the cost of living by trading down or cutting back. Brands that can balance clean-label credibility with accessible price points are best-positioned to convert this trend into sustained growth and make clean label a regular shopping option for their consumers.” Read more here.
