Dissecting the Nuances of Clean Label and Natural Labels

In a world where consumers are more health-conscious and environmentally aware than ever before, the food industry has seen an increased demand for transparency and minimal processing in food products. Consequently, food manufacturers have turned to labeling strategies such as “clean label” and “natural label” to communicate the quality and ingredients of their offerings. While these terms may seem interchangeable, they possess subtle differences that warrant further exploration. This paper delves into these distinctions, shedding light on the true meaning behind these labels and their implications for food manufacturers, retailers, and consumers.

1. Origins and Evolution of Clean Label and Natural Label

Clean Label: The clean label movement emerged as a response to consumers’ growing desire for minimally processed foods with fewer and more recognizable ingredients. Over time, the term “clean label” has expanded to encompass products that not only eliminate artificial additives, preservatives, and other synthetic ingredients but also address aspects like sustainability, ethical sourcing, and social responsibility.

Natural Label: The concept of “natural” food dates back to the early days of the organic movement, which focused on reducing the use of synthetic chemicals in agriculture. As consumer interest in natural foods grew, the term “natural” began to be applied more broadly to describe products free from synthetic additives, preservatives, and artificial ingredients. However, the lack of a legally binding definition has led to inconsistencies and misuse of the term in the marketplace.

2. Consumer Perception and Preferences

While both clean label and natural label products appeal to health-conscious consumers, clean label products tend to have a stronger reputation due to their focus on transparency and simplicity. The lack of regulation around the natural label has caused some consumers to view it with suspicion, leading to a preference for clean label products.

3. The Role of Certifying Agencies and Third-Party Verification

In the absence of a regulatory definition for clean label products, various certifying agencies and third-party organizations have stepped in to provide guidelines and standards. These organizations, such as the Non-GMO Project and Certified Naturally Grown, offer certification programs that help consumers identify clean label products that meet specific criteria.

Similarly, while the FDA‘s guidance on natural labeling is non-binding, some third-party organizations, such as the Natural Products Association (NPA), have developed their certification programs to establish clear criteria for natural products. These certifications can help consumers make informed decisions when navigating the complex world of food labeling.

4. Challenges and Innovations in Food Manufacturing

The push for clean label and natural label products has presented several challenges for food manufacturers, particularly when it comes to replacing artificial ingredients with natural alternatives. For example, natural preservatives may have shorter shelf lives or different functional properties, which can impact product stability, flavor, and texture. 

To overcome these challenges, food manufacturers are investing in research and development to create innovative natural ingredients and processing techniques. For instance, Nexus Ingredient has dedicated itself to research and development on new fermentation methods, and natural antimicrobial agents are being developed to enhance shelf life without compromising product quality.

Additionally, the clean label movement has prompted manufacturers to reconsider packaging materials and designs to align with their commitment to sustainability and transparency. This shift has led to increased use of recyclable and biodegradable packaging materials, as well as clear labeling of ingredients and sourcing information.


While both clean label and natural label products cater to health-conscious consumers, the clean label movement’s emphasis on transparency, simplicity, and minimal processing sets it apart from the loosely regulated natural label. As consumer demand for cleaner, more natural products continues to grow, it is crucial for the food industry to understand these subtle differences and their implications for product development and marketing.

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