Cleaner Label: Transparency, Health & Sustainability



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Consumers have unique clean label demands

To compile the newest clean label data and research in the Asia Pacific, Middle East and Africa, we leveraged experts, trendspotters and existing insights to qualitatively identify the dominant and emerging clean label priorities in each market. Our findings were then validated through a quantitative survey in order to determine the relative importance of different clean label priorities in each market.


Our findings were validated through a quantitative survey in order to determine the relative importance of different clean label priorities in each market.

Through this process we found:

  • APMEA is more protective than proactive about clean label, due to a unique context of risk.

  • Global health and environmental concerns are shaping clean labelling in APMEA, but against a unique backdrop of food safety concerns.

  • Health, while a growing priority in APMEA, is still poorly understood and polarised across and within markets.

  • Consumers are turning away from sugar, MSG and other ingredients that underpin many of the region’s cuisines, creating opportunities for new solutions.

  • In this region, claims about the environment should be framed in a way that links back to safety and personal health.