Clean Label and the boom in natural products: how to adapt?


If you were asked to respond quickly to what kinds of products people prioritized for consumption in 2020, what would you say? Did the so-called sustainable offers cross your mind? It’s good to pay attention to that and we’ll tell you why.

See a very interesting survey from Mercado Livre, a marketplace giant, worth noting.

According to the company, there was an increase of more than 55% in the search for sustainable products on its platform between June 2019 and May 2020. In this same wave, Korin stores, a company 100% focused on natural production, for example , grew 200%. With people more concerned about health, the organization has reduced its business risks compared to direct competition.

Consumers, healthy habits and recurrence of purchases

Driven by the needs caused by the pandemic, consumers are not only increasingly betting on these types of products, but are also loyal to the offers in this category. And do you know what this means for your business? Higher profitability, recommendations and even spontaneous means.

It is money in your pocket and, above all, with constancy, for fidelity. Remember that acquiring a new client is more expensive than working with loyal clients, so you should always look for alternatives to captivate them even more.

the strategy Clean label

A good strategy to start this movement is called Clean label (in free translation, it would be something like “clean label”). In practice, this trend has to do with natural products, “real food”, ingredients and components free of synthetic additives.

Do you know when you read a label and you don’t understand half of what is written? There is an alert there. If the consumer does not understand the history of the product, how will they be interested in that offer immediately? With so much access to information, the customer yearns for ease and transparency and considers it a competence for decision making. We have discussed it around here.

There are some premises for the product to be Clean label, as a 100% natural origin, short and accessible ingredient list and minimal industrial transformation. In class, the expert brings practical examples of organizations that have adopted this strategy.

Why adopt the Clean label?

And who are the companies that can benefit the most from this trend in the medium term? The little ones, since they have a closer contact with their customers, which helps them to explain more clearly the benefits of the products. They start with a niche and have a more restricted stage to perform and test their actions. Therefore, it is a favorable situation to implement changes and see what really attracts your consumers.

Of course, the production process of these offers requires natural inputs, technology and research, which influence the initial cost of adaptation. However, it is proven that this type of investment provides profitability, since it is favorably valued by the market. Korin herself has already experienced this scenario at the beginning of its operations and has reached the level it is at today. Inspiring, huh?

We would like to know: can you identify other companies that have already adopted the Clean label between the brands you consume? Do you see how this can be strategic for your business? You can learn more about how the company made this journey through the “Future Present” case study, available here.


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