Page 31 - FoodFocusThailand No.168 March 2020

SPECIAL FOCUS

“don’t eat anything with more than five ingredients, AOCS (The American Oil Chemist’s Society), September 2017, reported the recent survey
or ingredients you can’t pronounce and your of 1,300 consumers in Europe, North America, and Asia which found that 76% of the
grandmother even would not recognize”. respondents would be interested the “clean label” and more likely to buy a product that
• Minimally Processing Consumers contains ingredients they recognize and trust. They were willing to pay 30-50% higher price
demand minimally processed foods with natural for a clean label product. Respondents more than 34% defined clean label as “free from
flavor and taste with no or minimal use of any artificial ingredients”, and 34% and 31% of these groups defined clean label as “Natural/
preservative. Minimally processed foods are organic claims” and “No pesticide/chemicals/toxins”. However, respondents 34% still don’t
natural foods altered by processed such as have any idea that clean label means. Younger consumers aged 18-44 tend to see clean
removal of unwanted parts, drying, crushing, label as aligned with organic and natural products concepts, while older consumers aged
grinding. However, these foods need to be kept >45 tend to equate clean label with the removal of artificial ingredients.
in close container at low temperature which may
known as precut-, lightly processed-, fresh-cut Food Industry: Going Clean
food products. In the recent years, many food companies tried very hard to reformulate their products in
• Transparency It is an important of food response to clean label concerns. It has been such a challenge to find natural replacements
producer to provide clean and clear label on food for synthetic ingredients to maintain appearance and quality of the food products.
products which is easy-to-understand and tell
that where do ingredients come from and how
are products made. Consumers want the clarity
on the products label to make their own decision
whether to consume these products e.g.
packages that say “free of additive and artificial
color and flavor”. That’s because today’s
consumers are just as concerned about
ingredients and formulations. Moreover, clean-
eating consumers generally scrutinize not only
the ingredient, but also the sustainability and
animal welfare practices of the food products.
Adding the words like “free range-“ or “No
hormone and antibiotic” will support the consumer
expectations.
Consumers’ Point of View on
“Clean Label”
In article “Clean label: the next generation” by

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Coca-Cola launched the low calorie
Coca-Cola and replaced the refined
sugar with natural stevia and cane
sugar.

Source: www.coca-colacompany.com

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