The increasingly visible preference for food products with short ingredient lists is confirmed by European studies on consumer behavior. The Eurobarometer and WHO analyses show that perceived simplicity, transparency, and trust matter more than any marketing message, especially in a market marked by health and processing concerns. According to European Commission data, over 60% of consumers state that they choose simple-label products more often because they consider them easier to assess in terms of quality and perceived risk.

EFSA emphasizes that processing itself does not represent a food safety risk; however, the complexity of formulations can generate suspicion when ingredients are not clearly explained. The JRC confirms that misunderstanding technical terms on labels is one of the causes of declining trust in processed products. This trend is particularly visible among young consumers, who show a strong preference for simple formulas and for products with a clearly defined nutritional role.

At the same time, WHO reports indicate a growing interest in reducing salt, sugar, and saturated fat intake. Products with short ingredient lists are perceived as more “clean” from a nutritional standpoint, even though this perception does not always reflect actual composition. The European Commission warns that many products with short lists may contain high concentrations of critical nutrients; however, the perception of simplicity remains a key element in purchasing decisions. The industry must respond to this behavior without compromising safety or functionality.

For processors, aligning with this trend requires optimized formulations, reducing redundant ingredients, and clearly explaining the role of technical ones. European consumer behavior studies show that products offering transparent information, regardless of the number of ingredients, achieve higher levels of trust. In addition, retailers increasingly request clear formulations and simplified labels to reduce the risk of misinterpretation among consumers.

In 2025, the pressure for short and transparent labels is not just a preference but a strategic direction in the industry. Processors who can combine simplicity with safety and clarity of information are better positioned in a market where trust becomes the main differentiating factor.

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