Abstract
The rising incidence of foodborne illnesses and scandals, coupled with heightened consumer awareness of the negative impacts of artificial ingredients, has driven a significant shift toward clean label products—foods defined by simple, recognizable ingredients and minimal processing. This review provides a comprehensive analysis of clean label technology, exploring its historical evolution, key definitions, applications, and current market trends. It also examines consumer behavior toward clean label products and the marketing strategies employed by brands to foster transparency. Drawing on 61 peer-reviewed references published between 2020 and 2024, this narrative review integrates findings from academic research and industry reports to offer a holistic perspective on clean label practices. Key challenges hindering the implementation of clean label technologies, such as the effectiveness of natural preservatives, the impact of ingredient removal on sensory qualities, and the financial implications of transitioning to clean label practices, are discussed. The findings underscore the necessity for the food industry to address these challenges to ensure the sustained growth of the clean label movement, aligning with consumer preferences for healthier and more transparent food options.
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