“That variability can make it challenging for manufacturers to know exactly how to respond,” she explains. “Transparency is key. Clear, familiar ingredient naming helps, and so does sharing information about where ingredients come from and how they’re made. Thoughtful storytelling can play an important role in helping consumers understand a product and feel confident in their choices.”

Thom King, chief innovations officer at Icon Foods, Portland, Ore., echoes similar sentiments, noting that “clean label” has become a broad umbrella, which can create disconnects between consumer perception and formulation reality.

“For example, an ingredient may be highly functional, safe and scientifically validated, yet still be viewed negatively simply because its name sounds unfamiliar,” King says. “The best way to clarify clean label is through transparency and education.

“Consumers increasingly want to understand not just what is in a product, but why it is there and what function it serves,” he continues. “Beverage brands that communicate clearly about ingredient sourcing, functionality, digestive tolerance and nutritional purpose tend to build stronger trust.”

King adds that from a formulation standpoint, the industry also benefits from moving beyond simplistic “free-from” messaging and focusing more on overall product quality, sensory experience and ingredient stewardship. 

“Clean label is ultimately about consumer confidence as much as ingredient selection,” King says.

Ravi Arora, director of sales and marketing at Global Organics, Cambridge, Mass., points out that “clean label” is confusing simply because it lacks a clear definition. 

“For example, a HPP pasteurized juice blend with a label of single-strength juices could be considered very clean, but the product may still contain high levels of pesticide residues; therefore, is that really ‘clean?’” he says. “Or it may use unfair labor practices in farming and harvesting those ingredients; would that be considered ‘clean,’ if people knew about it? This is where the use of specific certifications on labels, like organic and fair-trade, can help clarify a ‘clean label.”” 

Emily Berg, marketing manager at Cargill, Minneapolis, explains that consumer expectations can vary significantly depending on the product and occasion. 

“For example, shoppers may prioritize simple, recognizable ingredients in nutritional beverages, while applying different standards to more indulgent categories like carbonated soft drinks,” she says.

“Another area of complexity involves sugar and calorie reduction,” Berg continues. “Many consumers see lower-sugar formulations as central to clean label, but their expectations aren’'t binary. While some actively seek out ‘no calorie’ options, a growing number are gravitating toward products that deliver moderate reductions without sacrificing taste. 

Berg also notes that there is ongoing consumer confusion around terms like “natural,” “processed” and even “clean.” 

“Consumers often use these terms differently, and perceptions can vary significantly depending on age, category and purchasing priorities,” she says. “That’s where Cargill adds value. Our category- and segment-specific insights help brands understand how different consumers define ‘clean,’ and how those definitions shift based on usage occasions. Clean label isn’t one-size-fits-all, and we help guide brands through those nuances to create products that resonate with their consumer target.”

Kushal Chandak, vice president of R&D at PURIS, Minneapolis, explains that a major source of confusion is that clean label often is discussed at the claim level, rather than at the formulation level. 

“Terms like non-GMO or organic are important, but they don’t necessarily tell you how complex or functional a formulation is,” he says. “We think the conversation needs to shift toward ingredient efficiency, especially in protein-forward beverages. The cleaner the protein system is to begin with, the less you need to build around it, and that’s where brands can create real clarity and credibility with consumers.”

Chloe Morris, senior product manager for beverage at McCormick Flavor Solutions, Hunt Valley, Md., says that because “clean label” isn’t clearly defined, the variability creates risk for brands if they assume a universal definition. 

“Clarity comes from specificity,” she explains. “Instead of saying ‘clean label,’ brands are more effective when they clearly articulate what that means in their context: ‘no artificial colors,’ ‘non-GMO ingredients,’ ‘made with real fruit,’ etc. Education also plays a role, too. Brands that explain why certain ingredients are included, especially functional ones, can build trust rather than skepticism. Ultimately, transparency and simplicity build credibility more effectively than broad, undefined claims.”

Michael Petrone, principal scientist for beverage at McCormick Flavor Solutions, adds that although consumers might think the familiar, natural name/source of the ingredient is healthier, many synthetic ingredients are completely safe. 

“‘Natural’ does not always mean ‘healthy,’” he says. “Ingredient names like ascorbic acid can scare consumers away, when it really is just the chemical name for vitamin C. I think more education and storytelling can be done by the beverage industry to help consumers make more informed choices.”