Supermarket Perimeter - July 2019 - 12

Clean
confusion
Trust, recognition can help sway choosy consumers.
BY RYAN ATKINSON

I

t's not quite a tale as old as time, but it's a problem
that has persisted for some time now.
How can retailers respond to the need for clean
label when it's not entirely clear what exactly constitutes
a clean label?
The demand for clean label continues to grow across
all food and beverage categories. Overall, sales of products with clean labels have increased 40% year-overyear. In the instore bakery alone, Nielsen says that while
clean label currently represents less than 3% of sales, it
offers tremendous opportunity for the department.
But that comes with a caveat.
"Because there isn't an FDA standard of identity for
the meaning of clean label, it still means different things
to different people," says Jayne Kearney, marketing

CLEAN
BUZZWORDS
These terms are often
used interchangeably by
consumers:
Real
Clean
Authentic
Fresh
Simple
Source: The Hartmann Group

manager for North Andover, Massachusetts-based
Bake'n Joy Foods, Inc.
Food Insider says that 75% of consumers say they are
more likely to pay a higher retail price for a food or drink
made with ingredients they recognize and trust. And
those two points - recognition and trust - could go a
long way in connecting with the clean consumer.

All about perception
Despite the lack of an official definition, there are still
ways to mine through consumer thought and construct
a general idea of what they're looking for.
"Clean label may be all over the place, however there
are common denominators in consumer perception of
clean label that can and should be leveraged by retailers

4 STEPS TO A CLEAN L ABEL
Easy to understand
ingredient lists
Communicate ingredients
in ways consumers understand: natural flavors, natural
colors, explain unrecognizable
ingredients.
Source: Lascom Product Lifecycle Management

12 - JULY 2019

Replace artificial ingredients
with natural alternatives
Artificial ingredients are not
popular. Use natural alternatives
like acerola, which replaces
chemically synthesized vitamins,
and lemon juice, which can
replace citric acid E330.

Simplify packaging
Include easy-to-read and
accurate claims on the front
of packaging, like gluten-free,
organic, and non-GMO

www.supermarketperimeter.com

Implement sustainable
practices
Consumers also care about
ingredient sourcing, fair labor
practices, animal welfare, and
pollution as they relate to
manufacturing practices. Build
your messaging.


http://www.supermarketperimeter.com

Supermarket Perimeter - July 2019

Table of Contents for the Digital Edition of Supermarket Perimeter - July 2019

Supermarket Perimeter - July 2019
Editor's Note - Easy does it
Contents
The Wire - Urban consumers shop the perimeter, want delivery
Foods with snacking claim on the rise
Affluent shoppers shaping supermarkets’ future
Blurring boundaries
THE IMPORTANCE OF TAKING RISKS
Clean confusion
A CLEAN WRAP
OLD SWEETENERS, NEW TRENDS
Now trending
TECHNOLOGY, PRODUCTS and PEOPLE: the future of perimeter deli and bakery
Bakery - 5 ways to capture the premium bakery customer
Dessert cakes
Deli - Labor-saving equipment
Specialty cheese
Unexpected pairings
Produce - Fresh renaissance
Fresh-cut pear breakthrough
Tropicals
Meat & Poultry - Customer service
Pork
TRENDING FOR SUMMER, TRENDING YEAR-ROUND
Seafood - Merchandising
Food Safety - Equipment sanitizing
STAINLESS STEEL CARE
Comissary Insider July 2019 - AUDITS
SPOTLIGHT - DELI SIDES & SALADS
BULK UP
PACKAGING - PORTABLE SUCCESS
R&D - FRUITS AND NUTS
BLUE DIAMOND EXPANDING
Product Showcase
Advertisers
Fresh Takes
Supermarket Perimeter - July 2019 - Supermarket Perimeter - July 2019
Supermarket Perimeter - July 2019 - Supermarket Perimeter - July 2019
Supermarket Perimeter - July 2019 - 2
Supermarket Perimeter - July 2019 - Editor's Note - Easy does it
Supermarket Perimeter - July 2019 - Contents
Supermarket Perimeter - July 2019 - 5
Supermarket Perimeter - July 2019 - Affluent shoppers shaping supermarkets’ future
Supermarket Perimeter - July 2019 - 7
Supermarket Perimeter - July 2019 - Blurring boundaries
Supermarket Perimeter - July 2019 - 9
Supermarket Perimeter - July 2019 - THE IMPORTANCE OF TAKING RISKS
Supermarket Perimeter - July 2019 - 11
Supermarket Perimeter - July 2019 - Clean confusion
Supermarket Perimeter - July 2019 - 13
Supermarket Perimeter - July 2019 - 14
Supermarket Perimeter - July 2019 - OLD SWEETENERS, NEW TRENDS
Supermarket Perimeter - July 2019 - 16
Supermarket Perimeter - July 2019 - 17
Supermarket Perimeter - July 2019 - Now trending
Supermarket Perimeter - July 2019 - TECHNOLOGY, PRODUCTS and PEOPLE: the future of perimeter deli and bakery
Supermarket Perimeter - July 2019 - 20
Supermarket Perimeter - July 2019 - 21
Supermarket Perimeter - July 2019 - Bakery - 5 ways to capture the premium bakery customer
Supermarket Perimeter - July 2019 - 23
Supermarket Perimeter - July 2019 - Dessert cakes
Supermarket Perimeter - July 2019 - 25
Supermarket Perimeter - July 2019 - Deli - Labor-saving equipment
Supermarket Perimeter - July 2019 - 27
Supermarket Perimeter - July 2019 - 28
Supermarket Perimeter - July 2019 - Specialty cheese
Supermarket Perimeter - July 2019 - Unexpected pairings
Supermarket Perimeter - July 2019 - 31
Supermarket Perimeter - July 2019 - Produce - Fresh renaissance
Supermarket Perimeter - July 2019 - 33
Supermarket Perimeter - July 2019 - Fresh-cut pear breakthrough
Supermarket Perimeter - July 2019 - 35
Supermarket Perimeter - July 2019 - Tropicals
Supermarket Perimeter - July 2019 - Meat & Poultry - Customer service
Supermarket Perimeter - July 2019 - 38
Supermarket Perimeter - July 2019 - 39
Supermarket Perimeter - July 2019 - 40
Supermarket Perimeter - July 2019 - 41
Supermarket Perimeter - July 2019 - 42
Supermarket Perimeter - July 2019 - 43
Supermarket Perimeter - July 2019 - Pork
Supermarket Perimeter - July 2019 - Seafood - Merchandising
Supermarket Perimeter - July 2019 - 46
Supermarket Perimeter - July 2019 - 47
Supermarket Perimeter - July 2019 - Food Safety - Equipment sanitizing
Supermarket Perimeter - July 2019 - 49
Supermarket Perimeter - July 2019 - 50
Supermarket Perimeter - July 2019 - STAINLESS STEEL CARE
Supermarket Perimeter - July 2019 - 52
Supermarket Perimeter - July 2019 - Comissary Insider July 2019 - AUDITS
Supermarket Perimeter - July 2019 - 54
Supermarket Perimeter - July 2019 - SPOTLIGHT - DELI SIDES & SALADS
Supermarket Perimeter - July 2019 - 56
Supermarket Perimeter - July 2019 - BULK UP
Supermarket Perimeter - July 2019 - PACKAGING - PORTABLE SUCCESS
Supermarket Perimeter - July 2019 - 59
Supermarket Perimeter - July 2019 - 60
Supermarket Perimeter - July 2019 - R&D - FRUITS AND NUTS
Supermarket Perimeter - July 2019 - 62
Supermarket Perimeter - July 2019 - BLUE DIAMOND EXPANDING
Supermarket Perimeter - July 2019 - Product Showcase
Supermarket Perimeter - July 2019 - Advertisers
Supermarket Perimeter - July 2019 - Fresh Takes
Supermarket Perimeter - July 2019 - 67
Supermarket Perimeter - July 2019 - 68
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