Who are Clean Label Enthusiasts?

Heightened consumer “sensitivities” toward clean labels have increasing impact on buying behavior in the marketplace. This unique Clean Label Enthusiasts® (CLE) research community from InsightsNow is made up of these “forward thinking” primary shoppers in this rapidly growing consumer segment.  Since 2017, CLEs have increased from 15% to 33% of the US population.

This community has distinct points of view about ingredients, claims and brands.  It is a clean-living segmentation driven by distrust in government and large institutions. In the United States CLEs are not segmented politically or geographically by west/east coast, southern US or other regional segmentation.  There are many CLEs in Georgia, Texas and Florida, in fact the south has the largest number of CLEs in the US, while proportionally there are more CLEs on the west coast and NE.

While the free-from movement poses many challenges to the food industry, the CLE community helps you quickly find answers and insights to solve your business challenges—and respond in an agile and effective manner to consumer demands.

Clean Label Groth

Getting Insights, Quickly and Effectively

With access to the CLE community through the Innovation Center you get to the “whys” of free-from behavior, faster — and that’s essential in today’s fast-moving, consumer-driven marketplace. With custom research and interactive tools, you instantly tap into insights about ingredients, claims and brands that influence shopping behavior. By custom segmenting the CLE community according to your own business needs, you access your own target consumer groups to quickly answer questions cost efficiently. And CLE behaviors and underlying motives are tracked for you through monthly behavioral reports.

Through InsightsNow’s custom communities, such as the CLE community, you can:

  • Listen & Observe: What community members say and do “in the moment” gives you insight into behavioral truths.
  • Engage & Interact: Various integrated qualitative approaches with the online communities delve quickly into your consumers’ deep-rooted motivations and behavioral cues.
  • Measure & Understand: Using proprietary behavioral measurement and reporting methods, you can deeply understand community attitudes and emotions to help you make business decisions happen faster, with greater success.

Delivering Faster, More Informed Clean Label Decision Making

A community of Clean Label Enthusiasts is answering some specific questions to provide guidance that speeds development and improves market success.