NIELSEN | As we round out 2017, consumers are starting to reflect on the year and looking forward to new resolutions for 2018. As we move into January, we typically see an uptick in content around fitness, exercise and overall health and wellness, and for many consumers, this focus on well-being often starts with assessing the foods (and drinks) they’re consuming.
No two consumers have the same shopping list, but a growing portion of the U.S. population is shopping with an eye focused on product attributes. While some shoppers want the products they purchase to contain superfoods and functional ingredients like antioxidants, others are also interested in knowing what’s not included in the products they buy. In fact, 53% of consumers say the exclusion of undesirable ingredients is more important than the inclusion of beneficial ingredients, according to Nielsen’s Clean Label Report.
As U.S. fast-moving consumer goods manufacturers plan ahead for a year of continued focus on health and wellness, here is a look at some of the largest growing categories in terms of dollar growth that are clean label (in other words, those that don’t contain artificial ingredients, hormones/antibiotics or items on the undesirable ingredients list) and contain fewer than 10 recognizable ingredients.