Clear and transparent products seek to have a clean label
Consumer concern over the types of additives and fillers in their products has created a movement for products with a clean label. Following the rise of the “natural” movement and following somewhat undefined definitions of the term “natural” in itself, consumers have opted towards a more transparent approach where words involving the suffix “free” are more prevalent e.g. “gluten-free”, “GMO-free”. In light of this paradigm shift, consumers are spending more time reading labels, searching for common names that signal the environmental and potential health impact of the products they buy. Companies are responding to this by limiting the number of complex chemical ingredients in their products and returning to natural, organically derived additives.