Clean-label food and drink products are gaining traction as consumers place greater emphasis on health, ingredient transparency and simplicity, according to recent survey findings by GlobalData.

The data indicate that purchasing decisions are increasingly influenced by how products affect personal well-being. In GlobalData’s 2025 third-quarter global consumer survey, 66% of respondents said a product’s impact on health and well-being ‘often’ or ‘always’ influences what they buy. The findings suggest a shift in consumption patterns, with shoppers paying closer attention to ingredient lists and favouring products with fewer, recognisable components.

What Is ‘Clean Label’?

Clean-label products typically focus on simple formulations, limited processing and transparent packaging. They tend to avoid artificial additives and lengthy ingredient lists, instead using familiar ingredients and clearer labelling.

The approach corresponds with growing interest in moderation and balanced consumption habits. Rather than following restrictive diets, many consumers appear to be seeking simpler options while maintaining flexibility in their overall eating patterns.

Consumers Seek Simplicity but Report Confusion

Survey data shows demand for straightforward ingredient information. More than three-quarters (77%) of respondents described simple ingredients as either an ‘essential’ or ‘nice to have’ feature in food and drink products.

A separate GlobalData study conducted in the first quarter of last year found that 69% of consumers pay ‘high’ or ‘very high’ attention to ingredient lists. However, 48% agreed or strongly agreed that identifying healthy products can be confusing.

The findings highlight a gap between consumer expectations and product communication. While interest in transparency is high, understanding health claims and ingredient information remains a challenge for many shoppers.

Retailers Adjust Product Strategies

Retailers have begun adjusting product offerings in response. Marks & Spencer has expanded its ‘Only Ingredients’ range, which features products made with a limited number of clearly listed components.

The development suggests that clean-label positioning is being incorporated into mainstream retail strategies rather than remaining confined to specialist health brands.

Cost Pressures Could Limit Adoption

Despite growing interest, pricing may influence adoption rates. With ongoing cost-of-living pressures, many consumers continue to prioritise affordability.

If clean-label products are priced above comparable alternatives, some shoppers may opt for lower-cost options. The category’s long-term growth may therefore depend on whether transparent formulations can be offered at competitive price points.

A Structural Shift in Purchasing Behaviour?

The rise of clean label reflects broader changes in food purchasing behaviour, including heightened attention to ingredient sourcing and product transparency.

Survey findings indicate that consumers are not necessarily eliminating specific foods but are moderating consumption and prioritising simpler products more frequently.

Whether clean label becomes a structural shift across the food and beverage industry will likely depend on pricing, clarity in labelling and consumer trust. Current data suggests that ingredient transparency is becoming a mainstream consideration rather than a niche preference.