--- title: Clean label has become industry standard, says Innova description: Clean label has become industry standard, says Innova image: https://www.pkgbranding.com/hs-fs/file-4101454063-jpg/blog-files/post-31268183-260x146.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## Clean label has become industry standard, says Innova Written by Kevin Keating at PKG Clear ingredient labels with recognizable ingredients are quickly becoming the standard across the CPG industry, but claiming a product as "natural" is being avoided. ![post-31268183-260x146](https://www.pkgbranding.com/hs-fs/file-4101454063-jpg/blog-files/post-31268183-260x146.jpg?width=260&name=post-31268183-260x146.jpg)   'Clean label' is no longer a niche trend - it is now standard across the food industry, according to a report from Innova Market Insights. Generally speaking, clean label is an industry term referring to efforts that respond to consumer demand for more natural foods and drinks - removing artificial ingredients and simplifying ingredient lists, for example. However, 'natural' is only clearly defined in the EU in regulation related to flavourings, while 'clean label' refers to a broader idea of wholesomeness, minimal processing, and transparency about what a product contains. 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