Industry Insights: Consumers Seek Clean Label Ingredients, Reliable Quality and Taste 

As the food industry continues to evolve, understanding shifting consumer preferences and industry dynamics is critical for staying competitive. 

In November, we asked our LinkedIn audience to share their insights in three key areas of consumer demand — product characteristics, brand loyalty drivers, and packaging preferences. Here’s a breakdown of the findings.

Demand for clean label and functional ingredients 

When asked about the fastest-growing consumer demand in food products, the overwhelming response from industry professionals pointed to clean label ingredients, with 50% of respondents identifying this as the leading trend. Clean labels — products with minimal, recognizable ingredients that consumers can easily understand — are no longer a niche preference but a mainstream demand. As consumers become more health-conscious and concerned about what goes into their food, the push for transparency and simplicity in ingredient lists is intensifying.

Only a quarter of respondents felt that functional foods, which offer health benefits beyond basic nutrition, were the fastest-growing consumer demand. Sustainability claims (15%) and personalized nutrition (10%) are also emerging trends, though they appear to be secondary to the clean label movement for now.

For food companies, investing in ingredient sourcing transparency and ensuring that products are free from artificial additives or overly processed components are top priority. While trends like functional ingredients and personalized nutrition will likely continue to grow, clean labels remain central to the current consumer mindset.

Product quality and taste drive brand loyalty

When it comes to brand loyalty, our LinkedIn respondents provided crystal-clear direction. An impressive 62% of respondents cited product quality and taste as the primary driver of consumer commitment. This underscores a fundamental truth in the food industry — no amount of marketing can compensate for a subpar product experience.

Price and value for money were the next most significant loyalty drivers, earning 29% of the vote. In an era where inflation and economic uncertainty are top concerns for consumers, affordability remains a critical factor in brand loyalty. Brand values and ethics (7%) and innovation and new products (2%) are much lower in importance.

In a competitive market, ensuring that your products are of the highest quality and deliver on taste is paramount. Price sensitivity is also important, but food industry professionals should note that loyalty isn’t easily won through ethical claims or product novelty alone. A product that consistently delivers great taste and quality will likely keep consumers coming back for more.

Consumers prefer biodegradable, recyclable packaging options

Packaging is an increasingly important area for food brands, particularly as consumers demand more sustainable options. Nearly a third (32%) of food industry professionals said that biodegradable packaging was the most preferred packaging option among consumers, followed closely by recyclable packaging (29%).

Minimal or reduced packaging was also a popular choice (21%), suggesting that while consumers are open to eco-friendly materials, they are also keen on reducing overall packaging waste. Reusable packaging (18%) also has some appeal.

With consumers becoming more discerning about the environmental impact of food packaging, brands should consider moving toward biodegradable or recyclable options. Streamlining packaging to reduce waste and enhancing sustainability efforts can be a strong differentiator in the market.

By listening closely to consumer demands and adapting proactively, food industry leaders can continue to meet the needs of their customers while building trust and loyalty in a competitive market.