Core Insights - The introduction of clean label products in China is gaining traction, with a focus on transparency in ingredient lists and the absence of artificial additives [1][2][3] - The clean label concept, which emphasizes simple and recognizable ingredients, is becoming a significant selling point for food brands as consumer awareness increases [1][2] Group 1: Clean Label Product Launches - Hema has launched its first clean label egg tart, priced at 16.9 yuan for four, which has attracted over 50,000 orders and 7,000 repeat customers within a month [1] - Other brands, such as Walmart's private label "Woji Xian" and yogurt brand "Yuexiu Huishan," have also introduced clean label products certified by CTI Huace Testing [2] Group 2: Consumer Trends and Preferences - Consumers are increasingly prioritizing clean ingredient lists, with keywords like "clean label" gaining popularity on platforms like Xiaohongshu [2] - Brands are responding to this trend by highlighting clean ingredients and reducing additives in their marketing, even if they do not have certified clean label products [2] Group 3: Industry Standards and Certification - The clean label certification requires brands to undergo testing by recognized institutions such as CTI Huace Testing and the China Quality Certification Center [1] - The clean label market in China is still in the promotional phase, but it is expected to become a critical factor in consumer purchasing decisions in the future [3]

Core Insights - The clean label trend is gaining momentum in the food and beverage industry, with major retailers like Hema and Walmart launching their own clean label certified products [1][8] - Brands are actively pursuing clean label certifications to meet consumer demand for transparency and quality in ingredient lists [5][32] - The establishment of group standards for clean labels indicates a growing recognition of the importance of ingredient transparency among industry stakeholders [15][16] Group 1: Retailers and Clean Label Products - Hema and Walmart have introduced clean label certified products, emphasizing simple and fresh ingredients [8][9] - Hema's first A++ level clean label egg tart received over 50,000 orders shortly after launch, indicating strong consumer interest [5][9] - Walmart's self-owned brand, Woji Xian, has adopted a new brand philosophy focusing on simple ingredients and freshness [9][15] Group 2: Brand Initiatives and Certifications - Brands like Yili's "Yizhi Niu" have obtained clean label certifications, responding to consumer concerns about meat safety and quality [5][24] - The clean label certification process is becoming a common practice among various food categories, including dairy, meat, and condiments [24][32] - Several brands have already received clean label certifications from different testing institutions, showcasing the competitive landscape [24][27] Group 3: Consumer Trends and Preferences - Consumers are increasingly prioritizing clean ingredient lists, with reports indicating that nearly three-quarters of consumers reconsider purchases based on ingredient transparency [7][32] - The clean label concept, which originated in the West, is still relatively new in China, but consumer awareness is rapidly increasing [7][32] - The shift towards clean labels reflects a broader trend of consumers moving from simply wanting to be full to seeking healthier and more transparent food options [38][41] Group 4: Industry Standards and Future Outlook - The establishment of group standards for clean labels, such as the "Clean Label Food Authenticity Evaluation Guidelines," marks a significant step towards industry-wide recognition of clean labeling [15][16] - The clean label certification process is expected to expand to more product categories as consumer demand grows [32][41] - The clean label trend is seen as an opportunity for innovation in the food industry, particularly for mid-to-high-end products [41]