While clean labels are standard practice for consumers in Europe, it has recently gained more attention in the global beverage sector. Previously a specialized market for extremely expensive goods, the clean label movement is rapidly expanding due to consumers’ growing health consciousness, increased attention to what they eat, and desire to regulate their consumption patterns.
Currently, the global clean label drink market is growing rapidly, with hundreds of new brands emerging annually. Beverage companies must seize this opportunity to create a competitive advantage.
Consumers are avoiding ‘unhealthy’ sodas and looking for ‘clean label’ drinks
What even is a clean label drink?
Generally, a “clean label drink” means that it is produced with very little to no industrial processing and addtives. The terms and ingredient names on the labels indicate the product’s ‘cleanliness’, such as “natural cane sugar” instead of “Sucralose” . They can also include trendy health-trend terms like “all natural”, “organic”, or “non-GMO”.
The term “clean label” has been around in the food and beverage industry for a while. Nevertheless, there is no official government regulation to award “clean label” certification. Customers must be informed or use third-party resources like the “Clean Label Project” (CLP). It is a nonprofit whose goal is to improve food and consumer product labeling transparency.
What do customers look for in a clean label drink?
Products with clear, identifiable ingredients that are easily understood by consumers are referred toas having a clean label. When it comes to clean label drinks, here are some key attributes that customers typically look for:
Short ingredient list
Customers now increasingly prefer products which have short and clear ingredient lists. This helps them easily recognise and understand what they are consuming while also avoiding harmful additives.
Customers, for instance, favor goods with few processed ingredients and no needless additives or intricate components. They also steer clear of names that resemble e-numbers or chemicals.
Therefore, a popular short ingredient list includes the following elements:
- Clean label drinks contain only a few essential ingredients from natural or organic extracts, non-additives, preservatives, artificial components, or synthetic chemicals.
- Consumers want to understand their consumption, so clean label drinks exclude unfamiliar or complex ingredients that may be difficult to pronounce or understand.
In conclusion, customers value clarity, natural-ness, and simplicity when it comes to a clean label product’s ingredient list.
Natural ingredients
According to a survey conducted by the International Food Information Council, consumers favor products that have the terms “natural” and “organic” on the label. Therefore, the ingredient list of clean label beverages usually only contains natural, recognizable ingredients and does not contain unnecessary artificial additives and preservatives.
For instance, a typical ingredient list for a clean label sparkling juice drink would include: Carbonated Water, Natural Flavors (Strawberry extracts, Lemon extracts, etc.), and cane sugar. .
Additionally, consumers favor natural colors found in foods like beets, carrots, turmeric, and butterfly pea flowers over artificial ones when purchasing clean-label beverages. People are becoming more and more conscious of the distinction between artificial and natural food coloring.
In addition to natural, organic, or clean ingredients, consumers will be drawn to those with identifiable sources. For example, coconut water is one of your brand’s products. It’s too common to state that your drink contains coconut water. Conversely, it will be more persuasive to customers to claim that your drink is prepared from fresh coconut from Ben Tre (Vietnam’s best coconut region).
On drink labels, terms like “natural” and “organic” are becoming more common
Claims and certifications
Having certificates from reputable organizations about food safety and health is an important factor for customers because it allows them to be assured about the quality and safety of products.
Modern consumers are knowledgeable, and before making a purchase, they will carefully examine product certificates.
The certifications and claims listed below are important to consumers:
Organic certification
This is the process of certifying that a product or manufacturing process fulfills organic farming’s high standards, such as not utilizing synthetic chemicals, genetically modified organisms, or adhering to organic agricultural practices. Environmental protection measures. This accreditation helps to ensure product quality and safety while also increasing consumer confidence.
Non-GMO certification
The process of confirming a product does not contain or originate from genetically modified organisms (GMOs) is known as Non-GMO certification. By guaranteeing that the product satisfies stringent requirements concerning its place of origin and manufacturing methods, this certification gives customers peace of mind regarding the product’s safety and naturalness.
Gluten-Free certification
This certification demonstrates that a product does not contain gluten, a protein found in wheat, barley and rye. This certification ensures safety for people with celiac disease or gluten sensitivity, giving them confidence and peace of mind when using the product.
No Added Sugar
A product label that reads No Added Sugar indicates that no refined sugar or sweeteners were added during the manufacturing process. This allows consumers to select more natural and healthier items that are appropriate for low-sugar diets.
Vegan certification
The process of verifying that a product has no animal-derived substances and was not tested on animals. This certification certifies that the product meets vegan criteria, allowing consumers to identify and select exclusively plant-based items readily.
Fair Trade Certification
This certification illustrates products meet fair trade norms, such as providing acceptable working conditions, paying fair salaries, and supporting community development. This certification assures consumers that the products they purchase contribute to sustainable development and social justice.
Kosher certification
This is a mechanism used in Jewish culture to ensure that products conform with food rules. To meet Jewish nutritional and religious criteria, kosher-certified items must follow tight rules from ingredient origin to production method.
Common certifications for Clean Label Drinks
Proof of sustainability
Consumers are increasingly seeking products that align with their values and contribute to a healthier planet. They want to consume products which not only have “clean label” but are also environmentally friendly. This includes using sustainable ingredients, energy- and water-saving procedures, and recyclable or biodegradable packaging.
Companies should demonstrate transparency and ethical sourcing by highlighting aspects such as:
Human and animal welfare
Most consumers connect with production and business practices that prioritize community values and humanity. Ensuring products are cruelty-free and not tested on animals. Acquiring ingredients from vendors who use humane production methods, such as “happy farm with happy cows”.
Ethical and Environmental Claims
Certain clean label brands underline how dedicated they are to social responsibility, environmental sustainability, and ethical behavior. These statements are truthful and in line with what customers value.
Say, for example, that your business announces that a percentage of sales from each product will go toward charitable causes, environmental preservation, or tree-planting campaigns. From the customer’s perspective, these are advantages because they feel that buying your product indirectly adds value.
Eco-Friendly Packaging
This is a helpful strategy that many beverage brands use in their communication campaigns. Customers who are concerned about the environment will favor the following types of eco-friendly packaging:
- Packaging that is recyclable is composed of materials that can be recycled and used again. Examples include aluminium, glass, cardboard, and some plastics (like PET).
- Biodegradable packaging is made of materials that decompose in the environment safely and spontaneously. Examples include paper, plant-based materials like cornstarch, and biodegradable plastics.
- Similar to biodegradable packaging, compostable packaging is made to decompose and produce nutrient-rich compost under composting conditions. Examples include paper goods, bamboo or sugarcane fibre-based materials, and biodegradable plastics.
In fact , the beer company Corona created environmentally friendly packaging in 2021 by using barley straw as a basic material. According to the company, the conversion of barley straw into paper fiber requires 90% less water, energy, and harsh chemicals than the conventional method for producing virgin wood. Through this eco-campaign, customers responded favorably to the brand.
Friendly barley straw packaging is used for Corona beer
Evidence of honesty and transparency
Every customer highly appreciates the honesty and transparency of manufacturers. Providing detailed and clear information enables the brand to build customer trust and assurance. Additionally, it shows them that you respect them.
There are many methods brands can use to illustrate transparency:
- A concise, easy-to-read ingredient list is ideal. Both natural and non-chemical extracts should be included in the ingredient list.
- Claims about ethical sourcing, like certifications for organic, fair trade, or responsibly sourced goods.
- Transparency involves sharing information about the entire product lifecycle. Brands can provide details about ingredient origins, production processes, and supply chain partners. For example, a QR code on the label can be scanned to obtain more precise information.
- Certifications from third parties, like the “Clean Label Project.”
- Certain clean label companies highlight their dedication to social responsibility, environmental sustainability, and ethical business practices. These statements are truthful and consistent with the values of the customer.
Overall, clean labels are not just labels—they embody integrity, openness, and a genuine commitment to providing wholesome, transparent choices for consumers.
How can you win the market with a clean label beverage product?
Gaining market share with a clean label beverage product requires a well-thought-out strategy that integrates high-quality products, cutting-edge processing methods, and a regional supply chain. Consider the following suggestions:
Use natural alternatives to chemicals
The key to a clean label perception in customers’ minds are natural alternatives. Instead of using artificial chemical ingredients, look for natural solutions such as herbal and fruit extracts. This boosts consumer confidence while enhancing the drink’s flavor and quality.
Know your way around natural sweeteners
Sweeteners play a vital role in the beverage sector. Use natural sweeteners like honey, fruit or plant extracts to preserve your products’ natural and safe quality. Knowing when and how much to use these sweeteners will help your brand produce goods that satisfy consumers’ palett es while preserving their health.
Use innovative beverage processing techniques
In addition to standard processing techniques like filtering, pasteurization, homogenization, and cold pressing. Modern technology has made it possible for products to preserve more of their original flavor, aroma, and nutritional content. For instance:
Aroma recovery
Aroma recovery is perfect for tea, coffee, fruit pulp, and extracts since it gently and efficiently extracts product essence using the unique Spinning Cone Column. All nutrients are preserved without the use of chemicals through the use of variable-temperature steam in this process. It can also restore aroma while brewing tea and extracting tea.
Thin Film Evaporator
Concentrates can be made using Flavortech’s Centritherm evaporator, which is just one of several cutting-edge processing solutions that keep important product attributes intact.
This processing method is great for heat-sensitive items because it is fast and uses very little heat, so the product stays intact. The beverage industry is one of its main users, but it finds usage in other fields as well. It it uses centrifugal force to reduce contact time with heating surfaces to just one second — significantly shorter than traditional methods. By working in a vacuum, it reduces the product’s boiling point, making it easier to evaporate at lower temperatures.
Integrated Extraction System
Flavortech has developed a sophisticated, completely automated technique called the Integrated Extraction System for the instant coffee, tea, and coffee industries. Because it maintains the peak of scent and
flavor, it guarantees that the product will always be of great quality. Efficiently and quickly, the solution automates the entire process, from incoming raw materials to the creation of quality extracts and concentrates.
The beverage business is progressively utilizing modern production methods
Focus on your label’s message
The product label serves as a channel of communication between the buyer and the manufacturer. Make sure the ingredients, manufacturing method, and health benefits are all disclosed on your label honestly and clearly. Honesty and openness in messaging will foster consumer trust and improve a company’s reputation.
Build a local supply chain
Your enterprise should build a local supply chain to ensure product quality and sustainability. Using ingredients from nearby suppliers promotes regional economic growth in addition to lowering transportation expenses. Moreover, close cooperation with local suppliers will allow you to control the quality of ingredients and ensure product consistency effectively.
How can Tan Do Beverage create the clean label drink of your dreams?
This is a question that many brands have asked us, and we are happy to share our knowledge with you to help you fulfil your ambition of making well-liked beverages.
Clean Ingredients
Tan Do commits to using natural ingredients from the finest farms and sources in Vietnam, meeting standards set by global organizations. As a result, we produce products of impeccable quality, delivering irresistible flavours to our customers.
Among our offerings are sugar-free fruit juice drinks and tropicaloco, coconut water with only four ingredients.
Advanced Technology
In addition to using natural ingredients and strict production processes, Tan Do applies various advanced technological secrets to ensure product quality. We closely monitor all processes, adhering to international standards such as ISO, HALAL, HACCP, FSSC 22000, and FDA.
Tan Do’s products have received numerous prestigious certifications
Experience and Reputation
With over 25 years of experience in the beverage manufacturing and processing industry, Tan Do is proud to be a trusted partner of many large brands worldwide.
We now own 2 advanced factories with a total floor plan of 25.000m2, built with state-of-the-art equipment and production facilities. With 12 automated production lines, we can supply up to 300 containers per month to global partners.
Let Tan Do accompany you in creating clean label drinks, bringing real value to the health and experience of consumers.
Conclusion
Following the clean label principles will help you gain market share and build a loyal customer base. Tan Do services will help you realize your dream of creating a clean label beverage brand.
Contact us today to learn more about how our OEM/ODM beverage manufacturing services can help you realize your vision. Our mission is to provide beverage companies with cutting-edge, high-quality, trend-setting formulas. Tan Do’s products have received important certifications in both domestic and international markets, including ISO, HACCP, HALAL, and FDA.
