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 t
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 t
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