The clean-label "trend" has been in the spotlight for quite some time now. According to a July press release from Innova Market Insights, almost 28% of global food and beverage launches that the market research firm recorded in 2018 used one or more "clean-label claims."
Thanks to the boost in supply of organic and natural products, including dairy, and increased demand for such products on the part of consumers, the organic and natural market continues to grow. Tied to this growth is a clean-label movement that doesn't appear to be waning anytime soon.
Clean-label dairy can be more about perception than actual health benefits. It's also a moving target. Dairy processors must scrutinize the latest market research to understand what consumers what in their dairy delights, and what they want taken out.