Clean label is a relatively new designation that has recently started to appear on food products. It was created in connection with the interest that customers began to show in terms of the composition of products. Clean label is an expression of consumer awareness and conscious care for one's own health - a trend that started some time ago and is still gaining momentum.

What exactly are clean label products and why should you consider buying such food from a wholesaler?

What is a "clean label"?

Nowadays, the choice of products (not only food) on the market is huge - sometimes you get the impression that it is unlimited. Consumers show different patterns and preferences in terms of product selection. A large group of them do not pay attention to the quality of food or the exact composition of the product - other aspects matter to them (such as, for example, low price, good taste, easy availability of goods). However, there is another group of consumers who approach the purchase of food in a very conscious way, paying detailed attention to what they buy and what its composition is. It is for the latter that the clean label certificate was created.

What exactly is he? In short, it can be said that it is a symbol reserved for natural products that have the shortest possible composition and do not contain preservatives, enhancers, flavor enhancers, stabilizers and other chemical substances. Only natural additives (such as vitamin C, vinegar or citric acid) are allowed, but only in situations where their addition is necessary to produce the product.

Manufacturers have noticed that a growing group of consumers are starting to demand both natural ingredients and legible food labels. Currently, products with a "clean label" are considered to be foods that:

  • It is known (made with recognizable ingredients of natural origin that have not been genetically modified and are free of artificial additives);
  • It is considered healthy, i.e. it has a reduced content of fat, sugar and salt and does not contain allergens;
  • It is produced in a responsible way - i.e. environmentally friendly. It is optimal for food to be produced locally, in smaller industrial plants, where the natural environment and the welfare of farm animals are taken care of.

Clean label is not an official, legally sanctioned movement, but its impact on consumer choices is noticeable. The tendency to “shorten” product labels and clean food from enhancers appeared in Great Britain around 1990 and has been constantly evolving since then.

What does a "clean label" look like?

As the "clean label" designation is not officially sanctioned by law, it can take various forms, and it is awarded by, among others, Associations or foundations dealing with food quality. One thing is certain: the sign of a clean label should be legible, well-associated and noticeable. It can have both the form of an inscription and a graphic symbol (representing e.g. a drop or a leaf). Manufacturers often also decide to include additional information in the form of legible content, which emphasizes that their product does not contain enhancers, stabilizers, flavor enhancers, preservatives or other chemical compounds.

Of course, in addition to information on the natural composition of the product, each manufacturer must include other data on the food they sell, which is already a requirement imposed by law. We wrote more about this in our previous articles:

  • How to avoid fake labels when buying food wholesale?
  • Food labeling regulations in Poland

How does clean label influence consumer decisions?

From scientific research cited by dr hab. Eng. Marlena Piekut from the Warsaw University of Technology shows that consumers perceive the ingredients in food as two "opposite categories". One of them are "known" and "natural" ingredients, i.e. good ones, and "unknown" and "synthetic" ingredients, i.e. bad ones.

According to other studies, almost half of consumers admit that the availability of clearly distinguished product ingredients directly influences their purchasing decisions, and they are even willing to pay a higher price for such a product, because it inspires greater confidence. It can be suspected that in the coming years the influence of "clean label" on consumer choices will only increase. This is due to the growing awareness of consumers regarding food production, the impact of food on human health and the interest in consciously planning a diet. The trend of "healthy and conscious eating" appeared a few years ago, and the Internet and social media are constantly contributing to its further spread and development.

Why is it worth buying clean label products from a wholesaler?

If you are a food retailer, you should consider buying clean label food in bulk. This will allow you to introduce new, high-quality products to your offer that can arouse the interest of your customers. You can combine the introduction of new food products with a small marketing campaign, in which you will make shop shelves or stands with new products visible by introducing banners with slogans such as "healthy food", "organic food", "eat consciously" etc. into your retail space. it will certainly draw the attention of your customers and make them think.

And why is it worth using the services of wholesalers when buying organic food? Firstly, by making a larger purchase, you can count on a more favorable price offer. And a favorable purchase price is the first step to greater profit on retail sales. Secondly, larger and trustworthy wholesalers usually offer a wider selection of products, which will allow you to diversify your offer while reducing costs and logistics procedures.

If we can advise you, don't be afraid to cooperate with foreign wholesalers: they can often offer interesting, local products at very attractive prices. Before making the final decision about cooperation, however, check which company you are dealing with. The distributor should offer advanced assistance in customs and logistics procedures and have facilities that will allow for proper storage and transport of food products.

Do you want to place an order for organic European food? Contact us and we will discuss the details of cooperation.