Consumer Behavior and Industry Implications

Abstract

The need for transparency in health and food safety always confronts customers with questions such as product content, the origin of production, production processes, additives used, and the status of ethical factors in the production process. These factors seem to be answered transparently in clean-label foods. This is why the clean label is increasingly advancing and developing among food industry trends. Today, clean labels and clean food are recognized as an international standard in nutrition. They can influence the decisions of customers and consumers in different regions all over the world. So, increasing demands to purchase and use food with a clean label and free of chemicals in other countries. In general, “clean label” as one of the biggest trends in the food market (Cheung et al. 2016), is a new and widely used term in the food industry, which refers to challenges including the health and safety of food products from the perspective of maintaining environmental sustainability. Park and Kim (2021) reviewed the clean label trend in starch (as an abundant natural ingredient) using blending, physical and enzymatic modification methods. The importance of using clean food has been considered for many years. Recently, due to the power of the media and social media platforms across the world, environmentally friendly organizations and NGOs, as well as critics of the use of chemicals and pesticides in agricultural ecosystems it has become a fundamental issue and a global trend (Cheboi et al. 2021). Replacing salt, sugar, saturated and trans fats, and artificial colors with natural additives with minimum adverse effects on human health is one of the most important aspects of clean food. Milner et al. (2020) evaluated the effects of safe alternatives for sugar in cake products. They reported the effectiveness of apple pomace, whey permeate, oligofructose, polydextrose as sucrose-replacing additives. Yi et al. (2018) reported the significant effect of kiwifruit puree application as a natural additive for preserving apple juice. McDonnell et al. (2013) suggested applying natural-based antimicrobial additives for enhancing the healthiness of meat and poultry products. Table 7.1 represents the policy of clean labels for various food products in different countries worldwide.