In the last decade, there has been significant growth in the health and fitness market worldwide. Most of the people everywhere are trying to stay fit and healthy. Aarti Gill, Co-founder of OZiva, explains with insightful information how the trend of ‘clean label’ has affected our buying habits.
The pandemic has further catapulted the category with more and more consumers opting for clean and holistic lifestyles with focus on the right nutrition, physical and mental wellness. A clean and holistic lifestyle focuses on creating the perfect balance between mind, body and soul. Consumers are now more than ever trying to renovate old eating habits and are embracing clean-label plant-based nutrition. In India, too, this change is gaining momentum and is inspiring Indians towards a healthier life. Clean label nutrition refers to nutrition products that are 100% pure without any harmful chemicals and elements.
Brands are offering a wide range of health and nutrition products in order to cater to this need of the consumer. OZiva’s nutrition range is US-CLP certified for purity and has been awarded pesticide free certification. It has won the purity award for maintaining the highest benchmarks in product formulation, product labeling, quality-control, and packaging. The products are tested for more than 300+ contaminants and are awarded the certifications after undergoing stringent testing. Only about 100 brands across the world out of more than 10,000 brands that CLP has tested so far, have passed the criteria for Purity Award. Such rigorous testing ensures that consumers have access to best quality clean nutrition at all times.
Market Size
Clean label majorly refers to products that are free of artificial chemicals, contaminants and additives. According to Allied Market Research, the global clean ingredients market is currently at USD 38.8 billion and expected to reach USD 64.1 billion by 2026. The growing need from various categories has given an impetus to the growth in the clean label ingredients over the past few years. In India, the clean label trend is on the rise as more consumers are learning about the benefits of clean-label products and the market will continue to grow in the coming years too.
Growth Driver
The growth of clean-label products can be attributed to the increase in consumer awareness and hence the demand for clean nutrition and wellness products. Consumers understand that artificial ingredients and chemicals can lead to health issues and are staying clear of food items that contain such harmful ingredients. The pandemic has also encouraged consumers to focus on preventive healthcare that can be achieved using a clean holistic lifestyle of which clean-label nutrition forms the core. Rise in disposable incomes have also fuelled the growth of the category. Consumers don’t shy away from spending on clean-label nutrition and wellness products due to the multitude of benefits offered by them.
Categories like clean proteins, plant-based vitamins and minerals that are good for health and immunity have seen a high adoption rate amongst consumers. These nutraceuticals are known to effectively safeguard people from pathogens by supporting the overall health of the body. To live a healthier and fitter life, incorporating clean label nutrition into your dietary lifestyle is indeed a must.
The clean-label revolution will continue to grow in India and will also see newer products and categories being introduced.
