Clean Label
Clean Label
Simplicity and Natural Ingredients Drive Demand
Clean label continues to reflect a growing shift towards natural, less processed food. Innova Market Insights (2025) highlights how buyers are moving towards simple, recognisable ingredient lists they can trust.
Globally, more than 1 in 4 consumers are actively reducing processed foods. When defining clean label, consumers point to:
- Natural ingredients (42%)
- No additives or preservatives (34%)
- No artificial colours or flavours (30%)
This signals a move away from technical claims towards “closer to nature” positioning.
Growth is expanding beyond mature markets. While West Europe remains the largest region, Africa (+18.92% CAGR) and the Middle East (+17.57%) are growing fastest, followed by Asia (+14.73%). Functional categories such as Hot Drinks (+13.02%) and Sports Nutrition (+11.41%) are driving expansion.
Innovation is also simplifying. Single-ingredient products grew by +29% CAGR, while protein and natural claims increased by +22% YoY. Clean label is no longer niche. It is becoming a baseline expectation.
The direction is clear. Ingredient transparency and simplicity now define trust in food and beverage.
At THAIFEX – Anuga Asia, you meet suppliers offering clean label products with clear ingredients and natural positioning.
Clean Label. Clear Priority.
According to Innova’s 2024 survey, 43% of consumers globally are taking action toward a healthier lifestyle, with a strong focus on nutrition — followed by weight management, exercise, and mental wellness.
At the heart of this movement? Fresh, natural ingredients with real nutritional value.
That’s why clean label claims are gaining serious ground. Today, 60% of consumers say clean label influences their purchase decisions — with rising expectations for no additives, no preservatives, and only natural ingredients.
The shift is showing up on shelves:
- 23% of all F&B launches in 2024 featured a clean label claim
- West Europe leads the charge, while Australasia and the Middle East are catching up fast
- Top categories: sauces & seasonings and bakery
- But watch out for fast movers: meat, fish & egg (+19% CAGR) and hot drinks (+17% CAGR) between 2023–2024
Consumers aren’t just reading labels — they’re demanding clarity and quality.
Want to stay ahead of the clean label curve?
Discover what’s next at THAIFEX – Anuga Asia.
2026 Exhibitors’ Clean Label Products:
B Tech Innovation Co., Ltd.
Booth No. : Hall 12, YY46
Country/Region : Thailand
Product Name: BULA Daily Protein (Clean Formula)
EL Rise
Booth No. : Hall 5, E41A
Country/Region : Republic of Korea
Product Name: PPAEBAR Real Chocolate Protein Bar Dark
Listen Up Pte. Ltd.
Booth No. : Hall 3, K06
Country/Region : Singapore
Product Name: Powdered Oat Milk
Navi Foods Company Limited
Booth No. : Hall 6, H31
Country/Region : Vietnam
Product Name: Ecoco Coconut Cracker with Banana
Progressive Lab Co.,Ltd
Booth No. : Hall 9, CC01
Country/Region : Thailand
Product Name: Necterra Salad Dressing
S. Khonkaen Foods Public Company Limited
Booth No. : Hall 1, UU59
Country/Region : Thailand
Product Name: Entree Pork Chips Classic Flavor
Siam Ultimate Food Co., Ltd
Booth No. : Hall 10, KK58
Country/Region : Thailand
Product Name: Chives Chips
Symphony Confection Sdn Bhd
Booth No. : THAIFEX – Anuga Startup
Country/Region : Malaysia
Product Name: Symphony Earl Grey Cream
Tat Hui Foods Pte Ltd
Booth No. : Hall 8, X07
Country/Region : Singapore
Product Name: Multigrain Baked Noodles
Have questions? We’re here to help — contact the THAIFEX – Anuga Asia team.
Asia / International
Ms Lynn How
Thailand (For Importers)
Ms Thitiporn Sukcharoenpong
Tel: +66 2640 8013
thitiporn@koelnmesse.asia
Thailand (For Exporters)
Ms. Jidapha Thongkum
