The "clean label" trend, although popular garners a lot of criticism and questioning :
Lack of Regulation
The term has no clear legal definition yet and that makes it open to interpretation creating ambiguity. This allows for unfair marketing practices, misleading product claims and spreading distrust.
Functional Outcomes
To cater to a large consumer population and deliver the right product with desired quality and at the right price, certain ingredients or additives will have to be added from a product's taste, texture, safety and preservation standpoint.Compromising the product's functional needs or finding a natural alternative for each time is not the solution in many circumstances.
Subjectivity and Perceptions
Consumers may have different perceptions and understanding when it comes to "natural", "wholesome", "healthy", "safe" products. Popular beliefs, myths and trends have an additional impact. Manufacturers may find it difficult manage such varying expectations.
"Clean" can still be "Unclean"
A product might be clean but it also needs to be nutritional and have better efficacy. For eg: clean product laden with lots of added natural sugar or salt is not your best choice.
"Clean" can mean "Costly" too
Mass manufacturing ensures affordability and making essentials accessible to maximum consumers. "Clean label" products can cost a premium and make them accessible to a limited consumer segment.