• Login
    • Join
  • FOLLOW:
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Exclusives
    • Nutraceuticals
    • Markets
    • Health
    • Jobs
    • Events
    • Buyers' Guide
    • Showcases
    • More
  • Magazine
  • News
  • Exclusives
  • Nutraceuticals
  • Markets
  • Health
  • Jobs
  • Events
  • Buyers' Guide
  • Showcases
  • Current & Past Issues
    Features
    Columns
    Editorials
    Digital Edition
    Subscribe Now
    Advertise Now
    eNewsletter
    Editorial Guidelines
    Top Features
    Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges

    Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention

    New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance

    Tapping Functional Beverages to Meet Modern Wellness Needs

    Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    Breaking News
    Certifications, Approvals and Patents
    Exclusives
    Industry & Market News
    People
    Products
    Regulatory
    Research
    Supplier News
    Supplier Insights
    Live From Shows
    Top News
    Florida Food Products Acquires Javo

    Roquette Launches Nutralys Rice Protein

    New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy

    CTRL Launches Meal On-The-Go Bars

    GNC and RealEats Meal Delivery Partnership Expands Nationally
    Exclusives
    Blogs & Guest Articles
    Health E-Insights
    Area Code 420
    eBook
    Antioxidants
    Dairy-Based Ingredients
    Enzymes
    Fatty Acids
    Fiber & Carbohydrates
    Green Foods
    Herbs & Botanicals
    Marine Nutraceuticals
    Minerals
    Omega 3s
    Probiotics & Prebiotics
    Proteins, Peptides, Amino Acids
    Sweeteners
    Vitamins

    Roquette Launches Nutralys Rice Protein

    Upcycled Coffeeberry® Cascara Offers Versatility in Functional Beverage Development

    Study Reveals Low Intake of Tocotrienols in Polish Population

    Combination of Collagen and Boswellia Serrata Shown to Reduce Joint Discomfort

    Nutralliance Adds Eggshell-Derived Ingredients for Beauty and Joint Health to Portfolio
    Consumer Trends
    Contract Manufacturing
    Cosmeceuticals / Nutricosmetics
    Delivery & Dosage Technologies
    Dietary Supplements
    Flavors & Colors
    Functional Foods & Beverages
    Healthcare Trends
    Medical Nutrition
    Mergers & Acquisitions
    Natural/Organic
    Nutrition Bars
    Packaging
    Pet Nutraceuticals
    Quality & Safety
    Regulations
    Research
    Testing
    World Markets

    Florida Food Products Acquires Javo

    Roquette Launches Nutralys Rice Protein

    New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy

    CTRL Launches Meal On-The-Go Bars

    Upcycled Coffeeberry® Cascara Offers Versatility in Functional Beverage Development
    Bone & Joint Health
    Cancer Risk
    Cardiovascular Health
    Cognitive Function
    Diabetes & Blood Sugar Management
    Digestive Health
    Energy
    Eye Health
    Healthy Aging
    Immune Function
    Infant & Children's Health
    Inflammation
    Men's Health
    Mood Health & Sleep
    Oral Health
    Sexual & Reproductive Health
    Skin Health
    Sports Nutrition
    Weight Management/Weight Loss
    Women's Health

    Upcycled Coffeeberry® Cascara Offers Versatility in Functional Beverage Development

    Botanical Gum for Kids Aims to Curb Sugar Cravings

    Combination of Collagen and Boswellia Serrata Shown to Reduce Joint Discomfort

    Childhood Fitness and Obesity Impact Cognition Later in Life, Study Finds

    Nutralliance Adds Eggshell-Derived Ingredients for Beauty and Joint Health to Portfolio
    Industry Events
    Live From Show Events
    Webinars
    All Companies
    Categories
    Trade Associations
    Company Capabilities
    International Buyers Guide Companies
    ESHA Research

    Xsto Solutions

    Verdure Sciences

    Aiya America, Inc. (Aiya Matcha)

    Atlantia Clinical Trials
    Companies
    Product Releases
    News Releases
    Literature / Brochures
    White Papers
    Jobs
    VIdeos
    Services
    Add New Company
    International Buyers Guide Companies
    ESHA Research

    Xsto Solutions

    Verdure Sciences

    Aiya America, Inc. (Aiya Matcha)

    Atlantia Clinical Trials
    • Magazine
      • Current / Back Issue
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Editorial Guidelines
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Buyers' Guide
      • All Companies
      • Categories
      • Trade Associations
      • Company Capabilities
    • Nutraceuticals
      • Antioxidants
      • Dairy-Based Ingredients
      • Enzymes
      • Fatty Acids
      • Fiber & Carbohydrates
      • Green Foods
      • Herbs & Botanicals
      • Marine Nutraceuticals
      • Minerals
      • Omega 3s
      • Probiotics & Prebiotics
      • Proteins, Peptides, Amino Acids
      • Sweeteners
      • Vitamins
    • Markets
      • Consumer Trends
      • Contract Manufacturing
      • Cosmeceuticals / Nutricosmetics
      • Delivery & Dosage Technologies
      • Dietary Supplements
      • Flavors & Colors
      • Functional Foods & Beverages
      • Healthcare Trends
      • Medical Nutrition
      • Mergers & Acquisitions
      • Natural/Organic
      • Nutrition Bars
      • Packaging
      • Pet Nutraceuticals
      • Quality & Safety
      • Regulations
      • Research
      • Testing
      • World Markets
    • Health
      • Bone & Joint Health
      • Cancer Risk
      • Cardiovascular Health
      • Cognitive Function
      • Diabetes & Blood Sugar Management
      • Digestive Health
      • Energy
      • Eye Health
      • Healthy Aging
      • Immune Function
      • Infant & Children's Health
      • Inflammation
      • Men's Health
      • Mood Health & Sleep
      • Oral Health
      • Sexual & Reproductive Health
      • Skin Health
      • Sports Nutrition
      • Weight Management/Weight Loss
      • Women's Health
    • Online Exclusives
    • Webinars
    • Slideshows
    • Blogs & Guest Articles
    • Health E-Insights
    • Videos
    • Podcasts
    • Infographics
    • eBook
    • Whitepapers
    • Research
      • TrendSense
      • Monograph Center
      • White Papers
      • Research News
    • Jobs
    • Events
      • Industry Events
      • Live From Show Events
      • Webinars
    • Supplier Showcases
      • Companies
      • Product Releases
      • News Releases
      • Literature / Brochures
      • White Papers
      • Jobs
      • VIdeos
      • Services
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    Features

    Clean Label Questions: Anything But ‘Short and Sweet’

    Companies are challenged to meet often vague and undefined consumer expectations.

    Clean Label Questions: Anything But ‘Short and Sweet’
    Related CONTENT
    • The Wild West Sells More than Just CBD
    • AlaskOmega Obtains FDA ‘No Questions’ Notice Following GRAS Designation of Omega-7
    • CRN: Clear Legal Plan & FDA Enforcement Can Ensure Safety & Benefits of CBD
    • NSF International Adds Testing Services for Hemp and CBD Industry
    • NSF International Promotes David Trosin to Manage Supplement Certification
    By John Travis, Senior Research Scientist, NSF International11.05.19
    Why is “clean label” so complicated?
    Dietary supplement manufacturers that are looking at clean label opportunities are faced with a challenge/opportunity conundrum. There’s no regulatory definition for what constitutes clean label. That’s a challenge, especially for manufacturers that have staked their reputation on quality and safety. But it’s also an opportunity for manufacturers and brands to collaborate and create their own industry consensus definition. Questions like: “What constitutes ingredients that are ‘natural’?” and “What is the maximum number of ingredients in a product that will satisfy clean label savvy consumers?” are currently some of the issues keeping dietary supplement manufacturers (and marketers) preoccupied.

    The answers to questions like these are significant to brands. They can drive manufacturing and purchasing decisions, changing revenue from black to red and back again. The risk is compounded by an absence of consumer market research. A manufacturer may not know if their label is “short and sweet” enough, or even if the listed ingredients are “simple” enough to satisfy consumers until after the company is already quite invested in a clean label product.

    In addition, there are potential legal hurdles to consider. Without a regulatory body like the FDA defining the terms “clean label” or “natural,” a company uses them at their own risk. Manufacturers with a strong aversion to legal risk may decide they are better off sticking with existing regulations and industry standards, finding other ways to compete rather than adding undefined terms to their packaging and potentially opening themselves up to a legal challenge after launch.

    What do consumers envision when they think about a clean label?
    That’s part of the problem; ask 10 consumers what they think a clean label is, and you are quite likely to get 10 different answers. Without a widely accepted and collaborative decision on what clean label means, no two consumers are going to have the same understanding. Until then, manufacturers will continue to hear helpful yet unspecific feedback along the lines of:

    • “A short list of a few simple ingredients.”
    • “Nothing that sounds like a chemical.”
    • “Nothing that looks like it has artificial colors.”
    • “No artificial or synthetic ingredients.”
    • “Only products labeled as organic or non-GMO.”
    A common consumer concern is “I don’t want any chemicals in my supplement.” It is of course facile to remind people that chemicals are in everything; chemicals are everything, but that’s
    not helpful.

    It’s a discussion I have with my family quite frequently. We know what consumers really mean: “I don’t want ingredients that have long, complicated names, because chances are, those come from a laboratory, not Mother Nature.”

    For supplement manufacturers, these unofficial clean label requirements mean manufacturers will have to find more natural sources (or use more natural-sounding names) for ingredients like preservatives, emulsifiers, and flowing agents, all of which were developed to make dietary supplement manufacturing easier and more cost-effective, and to improve shelf stability and
    product quality.

    How does reverting to “natural” colors and flavors impact appearance and taste? How does the use of “natural” preservatives impact shelf stability? The use of natural ingredients in place of artificial ones may impact production costs, but are consumers willing to pay a premium for a clean product?

    Does this mean a manufacturer can change how they label an artificial-sounding ingredient to make it more palatable for clean label fans?
    Potentially. In March 2018, then-FDA Commissioner Scott Gottlieb suggested that to help alleviate confusion between ingredients that are artificial and those that merely have artificial-sounding names, the FDA may propose more “readable and understandable” names for certain ingredients. In his examples, he cited vitamin B6, a more natural-sounding name for pyridoxine, as well as a recent petition submitted to the FDA for an alternative name for the salt substitute potassium chloride, which consumers may confuse with sodium hypochlorite, or bleach. The takeaway here is that such naming should not mislead the consumer. A deception such as that, once uncovered, could instantly destroy a brand’s reputation.

    Are there specific consumer segments that are driving the clean label movement?
    The impact of clean label products on consumers with dietary concerns may be of potential consequence. Consumers with food allergies have needs that can be well served with clean labels, as do those with religious dietary needs such as halal and kosher and those choosing a vegan diet. Perhaps the biggest driver of them all may be the socially conscious consumer. Care must be taken, as these impacts may not always be positive and may conflict with nutritional concerns.

    How does clean label affect product certification?
    Consumers are beginning to understand the possibilities of increased transparency in the product manufacturing realm, especially as it pertains to what they put in their bodies. The desire for verifiable transparency in the entire supply chain is not far off. Digital natives who have spent their entire adult lives in the age of technology may believe that data is being constantly collected by businesses and analyzed by default, even when it isn’t. And if their understanding is that data is constantly being collected and analyzed, then they also understand that it can (or believe it should) be shared, from tracking sustainability of farming or harvesting ingredients, through good manufacturing practices and, eventually, independent verification of the label claims.

    Additionally, the hazy borders between ingredients verification and the realm of manufacturer claims in clean label products force certifiers to build very specific protocols, and that recalls the original issue: There is no clear-cut consensus for what “clean label” means. The need for a clean label definition is already established; a collaborative response to that need is still a long way off. And without those collaborative industry definitions, deciding what stays and what goes is a moving target; an ingredient that meets an individual manufacturer’s clean label criteria may shift into the unacceptable column rapidly and without warning.

    In the meantime, certification bodies will either develop their own clean label definitions (hopefully while concurrently working to facilitate a collaboratively-developed, science-based, industry-wide version), or decide the clean label market is a too amorphous and/or risky field in which to play.

    How compatible is the clean label movement with new data management technology?
    As consumers are beginning to realize the possibilities of total product transparency, the demand for it will not be far behind. The possibilities are surprisingly compatible when it comes to technology and clean label. In terms of product transparency, the combination of mobile devices and automated systems creates the potential for a superstructure of information gathering, analysis and dissemination. As we place increasing reliance on technology to do the work required to keep us safe and well, it will be important to develop those superstructures in a way that analyzes the thousands of data points collected in supply chains and transforms that data into information that is easy for manufacturers and brands to share, and easy for consumers to understand and trust.

    The technology is already in development (if not actual use), which will enable consumers to scan the label of a dietary supplement and track where a labeled botanical ingredient was grown, when it was grown, when it was harvested, in what country (and what specific facility in that country) it was transformed into a supplement, when it arrived at the supplement store/drugstore/supermarket, and whether the contents have been certified as authentic by independent testing.

    The prospect of this heightened level of transparency may be intimidating for manufacturers and brands, but it serves their market and industry well. It may create more educated, and therefore more reliable, consumers. The near future may see the tipping point when highly transparent manufacturers and brands leverage consumer demand for reliability in clean labeling into market leadership.


    John Travis has more than 20 years of experience as an analytical chemist specializing in the analysis of dietary supplements. As senior research scientist, dietary supplements, at global public health organization NSF International (Ann Arbor, MI), Travis analyzes hundreds of dietary supplement products each year for various contaminants, emerging drugs and harmful compounds. He is a subject matter expert on athletic banned substances and was instrumental in the development of the screening methods used for NSF International’s Certified for Sport program, which now screens products for more than 270 banned substances on the World Anti-Doping Agency, National Football League, Major League Baseball and National Collegiate Athletic Association lists.
    Related Searches
    • labeling
    • Health
    • Dietary Supplement
    • Regulations
    Related Knowledge Center
    • Testing
    • Dietary Supplements
    • Quality & Safety
    Suggested For You
    The Wild West Sells More than Just CBD The Wild West Sells More than Just CBD
    AlaskOmega Obtains FDA ‘No Questions’ Notice Following GRAS Designation of Omega-7 AlaskOmega Obtains FDA ‘No Questions’ Notice Following GRAS Designation of Omega-7
    CRN: Clear Legal Plan & FDA Enforcement Can Ensure Safety & Benefits of CBD CRN: Clear Legal Plan & FDA Enforcement Can Ensure Safety & Benefits of CBD
    NSF International Adds Testing Services for Hemp and CBD Industry NSF International Adds Testing Services for Hemp and CBD Industry
    NSF International Promotes David Trosin to Manage Supplement Certification NSF International Promotes David Trosin to Manage Supplement Certification
    Coalition Advocates for Declassification of Coconut as a ‘Tree Nut’ Allergen Coalition Advocates for Declassification of Coconut as a ‘Tree Nut’ Allergen
    CBD Regulatory Status Update: The Chaos Continues CBD Regulatory Status Update: The Chaos Continues
    Clinical Nutrition: A New Market Opportunity Clinical Nutrition: A New Market Opportunity
    OmniActive Gains Non-GMO Project Verification for CurcuWIN OmniActive Gains Non-GMO Project Verification for CurcuWIN
    The Modern Value Proposition The Modern Value Proposition
    Quality Assurance: Addressing Pain Points for Herbal Products Quality Assurance: Addressing Pain Points for Herbal Products
    Purees Offer Strategy to Clear FDA’s Added Sugar Hurdle Purees Offer Strategy to Clear FDA’s Added Sugar Hurdle
    EAS Assists Food & Hemp Firms with GRAS Submissions EAS Assists Food & Hemp Firms with GRAS Submissions
    Sabinsa Self-Affirms GRAS Status of Curcumin C3 Reduct Sabinsa Self-Affirms GRAS Status of Curcumin C3 Reduct
    Most Americans Concerned About Food & Product Safety, Yet Few Research Claims Most Americans Concerned About Food & Product Safety, Yet Few Research Claims

    Related Columns

    • Dietary Supplements | Herbs & Botanicals | Natural/Organic | Quality & Safety | Regulations | Testing
      The Wild West Sells More than Just CBD

      The Wild West Sells More than Just CBD

      Self-determined GRAS is not a cure-all for NDINs, so be responsible and conduct the necessary safety and toxicology work.
      By Todd Harrison, Venable 11.05.19

    • Breaking News | Certifications, Approvals & Patents | Fatty Acids | Functional Foods & Beverages | Inflammation | Marine Nutraceuticals | Regulations | Supplier News

      AlaskOmega Obtains FDA ‘No Questions’ Notice Following GRAS Designation of Omega-7

      Status means AlaskOmega 50% and 70% omega-7 concentrates can be safely used in food and beverage products.
      10.25.19

    • Breaking News | Herbs & Botanicals | Industry & Market News | Quality & Safety | Regulations
      CRN: Clear Legal Plan & FDA Enforcement Can Ensure Safety & Benefits of CBD

      CRN: Clear Legal Plan & FDA Enforcement Can Ensure Safety & Benefits of CBD

      Association implores FDA to exercise statutory discretion.
      09.23.19


    • Breaking News | Herbs & Botanicals | Industry & Market News | Quality & Safety | Testing

      NSF International Adds Testing Services for Hemp and CBD Industry

      Public health organization committed to providing services that help manufacturers produce, products that meet GMPs.
      09.20.19

    • Breaking News | Dietary Supplements | People News | Testing
      NSF International Promotes David Trosin to Manage Supplement Certification

      NSF International Promotes David Trosin to Manage Supplement Certification

      Trosin now leads dietary supplement certification operations, cosmetic services, and consulting and training to these segments.
      09.16.19

    Loading, Please Wait..
    Trending
    • Three Grams Of Omega-3s May Be Optimal Dose For Reducing Blood Pressure
    • 3 grams of Omega-3s May be Optimal Dose for Reducing Blood Pressu
    • Olive/Pomegranate Extract May Improve Dyslipidemia
    Breaking News
    • Florida Food Products Acquires Javo
    • Roquette Launches Nutralys Rice Protein
    • New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy
    • CTRL Launches Meal On-The-Go Bars
    • GNC and RealEats Meal Delivery Partnership Expands Nationally
    View Breaking News >
    CURRENT ISSUE

    June 2022

    • Tapping Functional Beverages to Meet Modern Wellness Needs
    • Adaptogens: Where Ancient Remedies Meet Modern Wellness Products
    • New and Evolving Formulation Options Must Be Mindful of Blood Sugar Maintenance
    • Health Products Association - China Executive Director Reflects on Market Dynamics, Challenges
    • Blood Sugar Management: Personalized Testing Drives Home The Need for Early Intervention
    • View More >

    Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
    You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

    • About Us
    • Privacy Policy
    • Terms And Conditions
    • Contact Us

    follow us

    Subscribe
    Nutraceuticals World

    Latest Breaking News From Nutraceuticals World

    Florida Food Products Acquires Javo
    Roquette Launches Nutralys Rice Protein
    New IADSA Chair Lauds Explorations of Supplementation in Healthcare Policy
    Coatings World

    Latest Breaking News From Coatings World

    The Southern Society for Coatings Technology's 84th Annual Technical Conference A Success
    PPG to Showcase Specialty Automotive, Aerospace Adhesives, Sealants at Adhesives & Bonding Expo
    PPG’s New Paint for a New Start Initiative to Transform 25-plus Schools Worldwide
    Medical Product Outsourcing

    Latest Breaking News From Medical Product Outsourcing

    MPO's Most Read Stories This Week—June 25
    Magnetic Insight Announces $17 Million in Series B Funding
    BreatheSuite Adds Brad Fluegel to its Board
    Contract Pharma

    Latest Breaking News From Contract Pharma

    Pierre Fabre and Lonza Enter Manufacturing Agreement
    MasterControl and Elemental Machines Form Biomanufacturing Partnership
    Qosina Strengthens Aseptic Capabilities
    Beauty Packaging

    Latest Breaking News From Beauty Packaging

    Benefit Exec Joins Madison Reed's Board
    Peroni & Ellis Brooklyn Launch Fragrance Collection Inspired by Italian Spritz Cocktails
    Rhode Is Trending for June, Trendalytics Says
    Happi

    Latest Breaking News From Happi

    Spate’s Nose for the Latest Beauty Trends Says The Skunk Stripe, Collagen Serum and Waterproof Eyeshadow are Top of Mind for Consumers this Summer
    A Suitor Emerges for Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts
    Wonder Curl Wins GlossWire's GlossPitch Competition
    Ink World

    Latest Breaking News From Ink World

    Weekly Recap: INX’s VC Fund, Screen Industry and Ball Top This Week’s News
    British Coatings Federation Posts Online History
    Orion Announces Price Increases, Reduced Payment Terms
    Label & Narrow Web

    Latest Breaking News From Label & Narrow Web

    PCMC teams with IGT, Fujifilm makes big announcement and more
    Loftware recognized as 'AIDC Company of the Year'
    Schreiner MediPharm highlights sustainability of Needle-Trap technology
    Nonwovens Industry

    Latest Breaking News From Nonwovens Industry

    Weekly Recap: SWM and Neenah Introduce Mativ Inc., Avgol honored for Biotransformation Technology & More
    Tranzonic Names VP of Supply Chain
    Ontex Climate Action Targets Approved by Science-Based Targets Initiative
    Orthopedic Design & Technology

    Latest Breaking News From Orthopedic Design & Technology

    ODT's Most-Read Stories This Week—June 25
    3Spine Inc. Receives IDE Approval for U.S. Pivotal Clinical Trial
    Volume-Based Procurement to Reduce Chinese Orthopedic Market Value
    Printed Electronics Now

    Latest Breaking News From Printed Electronics Now

    Weekly Recap: eMagin, Applied Materials, and Schott Top This Week’s Stories
    NREL Names Jennifer Logan to Leadership Team as CFO
    National Grid Renewables Orders 2 GW of First Solar Modules

    Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

    AD BLOCKER DETECTED

    Our website is made possible by displaying online advertisements to our visitors.
    Please consider supporting us by disabling your ad blocker.


    FREE SUBSCRIPTION Already a subscriber? Login