The International Food Information Council reviewed 1,000 U.S. adults in May to determine perceptions of "clean label" food products.  It was evident that two thirds of consumers surveyed review ingredient lists that influenced purchase decisions.  More than half (58 percent) favored "clean labels".

Consumers consider natural preservatives, coloring and flavoring agents as consistent with "clean" but were opposed to chemical names and any additives regarded as not being "natural".  Natural preservatives were acceptable since there was a realization that their inclusion reduced feed wastage and contributed to sustainability. Half of the respondents actively avoid products with artificial preservatives.

Consumers choose products with acceptable label ingredients on the basis of their expectations for health benefits. Enigmatically the nutritional value of a food product was not rated as highly in the purchase decision as the additives incorporated in the product.