The “Clean Label” Concept Gains Ground in Romania

The concept of the “clean label” is increasingly present on the Romanian market, as consumers become more attentive to the ingredients in food products. According to a Nielsen survey, 65% of Romanians state that they prefer products without artificial additives and preservatives.

In the meat industry, this trend is reflected in the growth of the segment of processed products with simple recipes, based on natural ingredients. In 2024, the value of this segment on the Romanian market exceeded 120 million euros, with an annual growth rate of over 10%.

Urban consumers, especially younger ones, are the most receptive to clean label products, and retailers have begun to promote them through dedicated campaigns. At the same time, European authorities are encouraging this direction through stricter regulations on food labeling.

For processors, adopting this concept means investments in modern technologies and recipe reformulation, but in the long run it brings reputational benefits and consumer loyalty.

(Photo: Freepik)