Influence of the “clean label” trend and frontal nutritional labeling on the perception of healthiness and purchase intention

Purpose This study aimed to evaluate how the clean label trend – characterized by natural additives, short ingredient lists and the absence of artificial substances – and front-of-pack nutritional labeling indicating high sugar content influence consumers’ perceptions of healthiness and purchase intention for food products. Design/methodology/approach An online experiment was conducted with 120 yogurt consumers in three sequential stages: conjoint analysis to assess the impact of different product attributes; a Check-All-That-Apply test to characterize consumer perceptions and a classification task to evaluate perceived ingredient healthiness. Twelve yogurt label treatments were tested, varying in additive type (natural, synthetic or absent), ingredient list length (short or long) and the presence or absence of sugar-related front-of-pack nutritional labeling. Statistical analyses included multiple linear regression, correspondence analysis and frequency analysis. Findings Additive type was the most influential factor on both perceived healthiness and purchase intention, with consumers favoring products without additives or with natural additives. Short ingredient lists and the absence of front-of-pack nutritional labeling also had a positive, albeit smaller, effect on consumer perceptions. Results revealed confusion among consumers when classifying ingredients and additives, highlighting a gap in ingredient literacy. Originality/value This study provides empirical evidence on the relative importance of label elements within the context of clean label and nutritional transparency trends. It offers actionable insights for food manufacturers aiming to reformulate products in line with consumer health expectations while addressing knowledge gaps that distort label interpretation. The findings bridge consumer perception theory with practical implications for product reformulation, regulatory policy and marketing communication in health-oriented food innovation.