Interest in food products with short and easy-to-understand ingredient lists is steadily increasing in the European Union, and 2025 is the first year in which Eurobarometer data confirm a significant shift in purchasing behaviour. According to surveys by the European Commission, over 68% of consumers state that they prefer products with simplified labels, even if these come at a slightly higher price. This trend puts pressure on processors, who are required to reduce the use of additives, optimise recipes, and adopt technologies capable of maintaining quality without artificial inputs.

EFSA reports show that interest in recognisable ingredients is closely linked to public awareness of nutritional impact. European studies indicate a growing demand for products containing traditional dairy cultures, high-quality proteins, and clearly defined fats. In the dairy sector, this trend is reflected in the advance of fermented yogurts and the revival of protected-designation cheeses, where strict recipe control and traceability are central elements of the product.

According to Eurostat, the fastest-growing segments in the past two years are fermented products, high-protein dairy items, and specialties based on traditional recipes. In the meat sector, demand focuses on minimally processed products with a balanced protein-to-fat ratio and a strong emphasis on origin. Modern retail is responding by expanding these categories, and European chains report increases of 8% to 12% in sales of products classified as “clean label.”

Processors are required to adopt technological solutions that allow the shortening of ingredient lists without compromising product stability. According to the OECD, investments in gentle processing technologies and temperature-control systems are essential for maintaining microbiological quality. The same reports underline that the “clean label” segment is no longer a premium niche but is gradually becoming part of the standard portfolio of major operators.

For the Romanian market, this trend represents an opportunity for differentiation. Products with traditional recipes, clear provenance, and transparent nutritional content have a real chance of gaining ground both in modern retail and in export markets.

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