Clean Label Food and Beverage Trends to Watch in 2026

The Clean Label Movement: Transparency and “Natural” as Standard

The food and beverage industry is undergoing a health-driven transformation. Two major forces are converging to redefine product innovation: the clean label movement – demanding natural, “better-for-you” ingredients – and the surge in functional additives like vitamins and botanicals aimed at enhancing wellness (especially cognitive health). For founders and CPG brand managers, understanding these trends is key to staying ahead in 2025’s market and beyond. This educational deep-dive explores what’s driving these trends and how to capitalize on them.

In recent years, consumers have become increasingly wary of ultra-processed, artificial-laden foods. Buzz around the dangers of processed foods is spiking, with high-profile discussions even suggesting addictive qualities in junk food[6]. This has amplified public concern about what goes into their food, fueling soaring demand for “clean-label” products – those made with simple, natural, and wholesome ingredients.

But what exactly is “clean label”?

There’s no strict legal definition, but in practice it centers on a few key attributes. Shoppers associate clean-label with things like organic production, no artificial additives or preservatives, non-GMO ingredients, and clear, honest labeling[7]. Essentially, a clean-label product reassures consumers that it’s made of recognizable components without the chemical soup. According to global research by Innova, over 67% of consumers worldwide are at least somewhat swayed by clean-label claims when making purchases[7]. In the U.S., an Acosta survey found 81% of shoppers say it’s important that the foods they buy are clean-label[8] – an overwhelming majority. This sentiment translates directly into buying behavior and product development: Innova data shows 1 in 3 new food/beverage launches now carries some clean-label claim[9].

Importantly, “clean” often implies “better-for-you” in consumers’ minds. People perceive natural ingredients and shorter ingredient lists as healthier choices[10][11]. Even if “clean” is a fuzzy term, the trend is very real – and growing. NielsenIQ reported that clean-label products saw an 8% sales increase in 2024, outpacing other product categories[2]. This growth isn’t happening in a vacuum: it reflects a rising demand for foods and drinks that support wellness goals like improved digestion, focus, stress relief, and sleep[2]. In other words, consumers want products that both omit undesirable ingredients and provide added health benefits.

To meet this demand, companies are reformulating legacy products and creating new ones with a “free-from and good-for” approach. That includes switching to natural alternatives (for example, natural flavors and colors instead of artificial ones, or plant-based sweeteners instead of sugar alcohols)[10][12]. The global market for natural flavors alone was valued at $6.4 billion in 2023 and is projected to grow ~7.5% annually through 2030 – a surge driven by clean-label pressures in food and beverage formulation[13]. As one industry expert put it, “The trend is better-for-you, healthy natural products, and we expect this to continue to grow.”[11] Consumers’ heightened health consciousness post-pandemic (nearly 70% now say they’re very conscious of ingredients that could harm their health[14]) has turned clean labels from a niche preference into a mainstream expectation.

What does this mean for brands? 

At minimum, transparency and simplicity are the price of entry. Shoppers are checking labels carefully – nearly 3 in 4 consumers admit they reconsider a purchase if the ingredient list raises red flags[15]. They prefer products that proudly state “no artificial preservatives, colors, or sweeteners” and have mostly “simple, real, recognizable ingredients” they can understand[16]. Certifications and badges (Organic, Non-GMO, etc.) can bolster credibility, as can participation in programs like the Clean Label Project which emphasize purity and safety[17][18]. In short, embracing clean label principles isn’t just feel-good marketing – it’s become a competitive necessity for any new product aiming to gain consumer trust.

Beyond Absence of Negatives: The Rise of Functional “Added Benefits”

If clean labels address what isn’t in the product, the next wave of innovation is about what extra value a product does deliver. Today’s consumers – especially Millennials and Gen Z – are looking for foods and beverages that do more than just taste good or provide basic nutrition[19]. A growing segment expects products to contribute to their overall wellness, energy, mood, and even cognitive performance in tangible ways[20][21].

This has given rise to the booming category of functional foods and beverages. These are products fortified or formulated with ingredients that target specific health “benefit areas” – be it gut health, immunity, stress reduction, or brain health. In 2024, the trend truly went mainstream, with 258 new functional beverage launches in one year as brands raced to stake a claim in this space[20]. The momentum shows no sign of slowing in 2026.

Cognitive Health and Mental Wellness

One of the most buzz-worthy facets of this movement is the focus on cognitive health and mental wellness. As awareness of mental health has grown and populations age, consumers are increasingly interested in foods and drinks that might help them think more clearly, stay focused, and keep their brains healthy[22]. In a recent industry survey of over 1,000 health-oriented consumers, 57% had already turned to foods (like brain-boosting snacks or supplements) and 41% to beverages (like focus-enhancing drinks) for cognitive support, and more than half said they’re interested in trying even more brain health beverages in the near future[3]. This is a significant shift – it means a large chunk of the market is proactively seeking “edible nootropics” as part of daily life, not just in pill form but incorporated into enjoyable products.

“Mind-Friendly” Ingredients

So, what kind of ingredients are powering these “mind-friendly” foods and drinks? There’s a mix of time-tested botanicals and cutting-edge nutrients making waves. For instance, adaptogens – herbs and fungi believed to help the body resist stress – are now starring in many formulations aimed at mood and cognitive function. Ashwagandha, rhodiola, and various medicinal mushrooms (like lion’s mane, reishi, and cordyceps) have moved from the apothecary shelf into beverages, bars, and even coffees[23][24]. These natural ingredients are touted for benefits like reducing stress hormones or supporting nerve health, aligning with consumers’ desire for natural sources of cognitive enhancement. Likewise, nootropics (compounds that may improve cognitive performance) are on trend. Ingredients such as L-theanine (from green tea), Panax ginseng, B vitamins, and omega-3 DHA are being added to products to promote mental clarity, focus, and memory[4][25]. Notably, many of these ingredients come with scientific research or traditional usage backing their effects – an important point as savvy consumers do seek science-backed claims for credibility[26].

Crucially, the “functional” trend and the “clean label” trend are reinforcing each other. Consumers who want a brain-health drink, for example, also want it to be naturally formulated. They’re seeking holistic wellness products that check multiple boxes: Is it made from natural, familiar sources? Does it avoid excess sugar and chemicals? Does it actually help me feel sharper or calmer? Successful products often hit all these notes. A great case study is the emergence of prebiotic and probiotic sodas for gut health. Brands like OLIPOP and Poppi created fizzy drinks that support digestion, but their success came from more than just probiotics – they also feature clean, plant-based ingredients, less sugar, and trendy branding, making them appealing as a total package[5]. Similarly, a “focus drink” that includes green tea extract and B-vitamins will attract far more fans if it’s low in sugar and free of artificial colors (since the target consumers are the type scrutinizing labels). It’s this convergence of functional benefit + natural goodness that defines the new wave of better-for-you products.

Even the big beverage players have noticed. In 2023-2024, both Coca-Cola and PepsiCo made bold moves into the functional, better-for-you arena – Coca-Cola launched “Simply Pop”, a low-sugar prebiotic soda, and PepsiCo acquired the gut-health soda brand Poppi[5]. Their involvement signals that these trends are far from a fad; it’s a validation that addressing specific “need-states” (like digestive health or mental focus) with clean and stylish products has mass, durable appeal[28]. We’re seeing energy drink brands, for example, broaden their mission beyond just caffeine-fueled physical energy to include formulas for focus, calm energy, or hydration, often with added botanicals and amino acids to broaden functionality[29]. In short, the industry is moving toward products that promise more and better, not just fewer negatives.

Implications for Brands: How to Innovate and Lead in the Better-For-You Era

For food and beverage entrepreneurs and brand managers, these converging trends present a huge opportunity – if you approach product development thoughtfully. Here are key strategies to consider in order to ride the clean label and functional wave, and position your brand as a category thought leader:

1. Make Clean and Simple Formulation a Non-Negotiable: Audit your ingredient lists and eliminate artificial or obscure additives wherever possible. Opt for natural, whole-food-based ingredients and cleaner alternatives (e.g., fruit/plant extracts for flavor and color, natural sweeteners like stevia or monk fruit instead of synthetic sweeteners). Remember that clarity builds trust: clearly highlight “no artificial preservatives/flavors” or similar claims on packaging. With roughly 75% of consumers reading ingredients and many rejecting products over unrecognizable additives, this transparency directly impacts sales[15]. Additionally, consider certifications (Organic, Non-GMO, etc.) that resonate with your target audience’s values – these can serve as shorthand for quality and boost your brand’s credibility in a crowded market[30].
2. Add Meaningful Functional Benefits: If you choose to fortify or enhance a product for a health benefit, do it with substance. Trendy ingredients are great, but they should be included at effective levels and backed by evidence (clinical studies or at least a strong tradition of use). Leverage science-backed ingredients and technologies to ensure your product delivers on its promise[26]. For example, if formulating a beverage for cognitive support, you might include a proven dose of Bacopa monnieri or L-theanine rather than a token sprinkle. Being able to point to research – or at least a plausible benefit – will set your product apart from the many that rely on buzzwords alone. In the long run, this approach positions you as a serious, wellness-focused brand rather than one chasing fads. (It’s worth noting that some functional benefits may require consumer education about consistent use and proper dosage to feel effects[31]. Thought leaders often engage in that education, helping customers understand how to get the most out of the product.)
3. Prioritize Taste and Experience (No Sacrifices): One of the biggest challenges with novel functional ingredients (think earthy herbs or pungent botanicals) is overcoming taste and texture issues. A true thought-leading brand does not ask consumers to suffer for health – the product has to delight even as it delivers wellness. Invest in R&D techniques like flavor masking, microencapsulation, or blending complementary flavors to ensure the final taste is great[32]. For instance, if adding a brain-boosting mushroom extract that has a bitter note, pair it with natural vanilla or cocoa, or use a known flavor masker. The goal: a consumer shouldn’t even realize they’re drinking something “functional” – except for the benefit they feel. As the saying goes, “taste is king” in F&B, and even health-motivated buyers won’t repurchase a product that doesn’t satisfy. The brands winning in this arena (from gut-health sodas to protein smoothies) are those managing to be both healthy and delicious.
4. Embrace the “Whole Health Package”: Products that succeed in the better-for-you segment tend to hit multiple desires at once. This means thinking holistically about your value proposition. Are you addressing a clear need-state (e.g. afternoon energy slump, post-workout recovery, memory support) with your functional ingredients? And simultaneously, are you aligning with broader wellness values (natural, sustainable, low sugar)? The Modern Soda example illustrates this – consumers bought into prebiotic sodas like Poppi not just for fiber for their gut, but because the drinks also had low sugar, clean ingredients, and Instagrammable branding[5]. Aim for that kind of multifaceted appeal. It might involve cross-functional innovation: working with nutritionists and flavor experts, marketers and food scientists, to ensure the product balances health, efficacy, and lifestyle appeal. When you hit the sweet spot (no pun intended) of function + natural + great branding, you’re far more likely to turn casual trial into loyal adoption.
5. Educate and Be Transparent: As a thought leader, your role isn’t just to sell a product – it’s to guide consumers through the noise. With so many new health products, consumers can be skeptical or confused (often rightly so). Stand out by providing clear information about why you chose certain ingredients, what benefits they offer (without overstating), and how to use your product for best results. For example, if your snack bar contains ashwagandha for stress relief, consider a blog or infographic explaining what ashwagandha is, its traditional use, and the research behind it. Brands that educate build trust and loyalty; they show that you have expertise and integrity, not just a marketing agenda. Moreover, be upfront about sourcing – today’s consumers care about whether ingredients are organic, fair-trade, or sustainably harvested. Nearly 58% of consumers say clear information on sourcing is important to them when evaluating a product[33]. Sharing the story of your ingredients (e.g., “Made with organic lion’s mane mushrooms grown on U.S. family farms”) can turn a simple product into part of a larger mission that customers and industry peers respect.
6. Stay Agile with Trends (but Avoid Fads): The wellness arena evolves quickly. Brain health might be a hot topic now, but tomorrow it could be hormone-balancing foods or something emerging from new research. Keep an eye on credible trend reports and consumer insights – like Innova, Mintel, or industry journals – to foresee what’s next. However, filter those trends through a lens of authenticity and brand fit. Not every trend will align with your company’s expertise or values. Thought leadership involves choosing the right trends to champion and sometimes even saying “no” to a popular ingredient if the science isn’t there or it clashes with your clean-label ethos. By staying informed, you can lead conversations (on LinkedIn, at conferences, in your own content) about where the industry is headed. For example, many are watching the personalized nutrition trend (customizing functional products to individual needs) – it hasn’t fully hit mainstream yet[34][35], but forward-thinking brands are already experimenting. Being one of the first to discuss or pilot such innovations can cement your status as an industry leader.

In summary, the intersection of clean label naturalism and functional nutrition is where some of the most exciting product development is happening right now. Consumers are effectively asking brands: “Help me live a healthier, better life, but make it convenient, transparent, and enjoyable.” Those companies that can answer this call – with products that are both clean and clever – will not only delight customers but also set the agenda in the food and beverage space. By focusing on quality ingredients, proven benefits, and trust-building practices, founders and CPG brand managers can create offerings that stand out in a crowded marketplace.

As we’ve seen, this isn’t about chasing every craze; it’s about a balanced innovation strategy that respects what consumers want (and why they want it). Clean label and cognitive health trends are thriving because they address fundamental consumer values: wellbeing, clarity, and efficacy. Embracing these trends in an authentic way can position your brand not just as a participant in the industry, but as a leader shaping its future. Better-for-you is here to stay – and it’s brands with knowledge, transparency, and vision that will define what “better” really means in the years ahead.

Sources:

1. SupplySide Food & Beverage, “Consumers show growing interest in clean-label ingredients”[36][37]
2. Food Drink Life, “The rise of functional beverages promising more than just hydration”[2][23]
3. BeverageDaily, “Five top trends in functional beverages (2025)”[5][4]
4. SupplySide Food & Bev, “Boosting brainpower: functional ingredients set to shake up 2025”[3][26]
5. FoodNavigator-USA, “Clean-label trends boost natural flavors…”[10][12]
6. Innova Market Insights, “Global Clean Label Trends (2025 report)”[38][39]
7. SupplySide FBJ, “At a Glance – Brain health front seat in F&B”[32]
8. Beverage Industry mag, “Consumer expectations put clean label at forefront”[7][40] (via Acosta 2024 Clean Label Study)
9. BeverageDaily, “Functional sodas: gut health meets clean label”[5] (Coke & PepsiCo example)
10. SupplySide FBJ, Interview with Kerry’s Soumya Nair – Top ingredients for 2025[24]

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[2] [19] [20] [23] [31] The rise of functional beverages promising more than just hydration

https://fooddrinklife.com/functional-beverages/

[3] [24] [25] [26] [32] Food, beverage companies embrace brain health in 2025

https://www.supplysidefbj.com/market-trends-analysis/boosting-brainpower-these-functional-ingredients-set-the-stage-for-products-in-2025

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[10] [11] [12] [13] Clean-label trends boost natural flavors, but price remains key purchase driver

https://www.foodnavigator-usa.com/Article/2024/09/12/clean-label-trends-boost-natural-flavors-but-price-remains-key-purchase-driver/

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https://www.innovamarketinsights.com/trends/global-clean-label-trends/