Making clean and simple a way of life
Consumers want products that are the closer to nature—made from ingredients that are understood, familiar and authentic. That means clean and simple labels with fewer ingredients. Products that are clearly free from undesirable additives, and with ingredients they would find in their own kitchen cabinets. These insights, based on research, fuel our efforts to meet the clean and simple trend so you can deliver the products consumers will purchase again and again.
What consumers really want
We make it our business to understand what consumers around the world want in their products, with research pointing to insights that determine where we focus our energies:
Consumers want to see labels that are clean and short with recognisable natural and simple ingredients. In fact, 73% of consumers find it important that they recognise a product’s ingredients.
Consumers prefer to see ingredients in a product that are exactly what you’d expect if they made it at home. Some 63% of consumers say a short and simple ingredient list is important.
Healthy and safe.
Most shoppers feel that if a product is “natural,” it is healthier and safer. Therefore, a clean label can be much more than an aesthetic preference. When you provide products with simple ingredients people understand, you build trust in your products—from the label in.
Natural vs. non-artificial.
Research also reveals that “natural” beats “no artificial ingredients” in product appeal, yet “no artificial ingredients” may cause more consumers to switch brands.
Consumers perceive products as “natural” because of what is not in the product. This drives the ‘free-from’ trend, differentiating products that are free from gluten, lactose, animal products, nuts and other allergens. Of course, they still want the taste, texture and other qualities those ingredients traditionally add to the product.
We know which ingredients consumers think of as “familiar,” such as starch, and which remain “unfamiliar,” such as monosodium glutamate (MSG).
All of these findings help us better guide you to product formulations that can win consumer approval—and deliver all-important sensory appeal.
 HealthFocus International, Natural Survey, USA 2013
 Ingredion proprietary research, MMR, Consumer Study, 309 consumers, USA, April 2015
 Natural Marketing Institute, April 8, 2015