The “clean-label” movement in the supplement industry, which initially had its genesis with the health-conscious consumer, has crossed over into mainstream thought and presents an opportunity to expand the market. Typically, a consumer is looking for a clean-label product to indicate some of the following: simple ingredient names, minimal use of manufacturing aids, inclusion of natural ingredients, and being free from GMOs (genetically modified organisms), gluten, allergens, and artificial or synthetic components. In a sense, they hope their chosen product remains void of the ingredients they feel to be “unnecessary” and take away from the clean/natural purpose for which they are actually buying the product. Understanding how to defi ne and capitalize on this market may hold the keys to the future growth of the supplement industry. More importantly, it may help keep customers from searching for these answers in different food or natural sources, which would reduce the supplement industry’s presence in the market.

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