Clean labels on private-label – fewer additives and a clear competitive advantage

Leading German retailers are all looking critically at additives and ingredients, especially for their private label items. Clean label products are gaining ground and retailers are able to influence the composition of their own products.

Clean labels are particularly visible in the Dairy, Muesli and Cereals categories. In a recent survey carried out by by POS Proficlub for LZ Direkt (a division of Lebensmittelzeitung) over 40% of retailers featured clean label in these 3 categories. Further areas of interest are Confectionery (29%), Bread/Baked Goods (28%) and Convenience/Snacks (22%).

E-Number areas which can be eliminated are: artificial aromas, taste enhancers, shelf-life extenders and colouring agents. Not forgetting of course sugar, fats and salt which can all be reduced.

The approach of each major retailer differs. Famila, a strong player in N.Germany, has changed recipes with its quality private label brands Hofgut, Biogreno and Vegan leben. Lidl started its Reduction Strategy 2025 in 2017, working continuously on its clean label private label brands since then. The Migros-owned Central German multiple Tegut sees its clean label products as a way to differentiate itself from competition. Tegut also communicates to its consumers when items have clean labels, as does ALDI South, eg. with its Speisezeit Veggie Bowl and private label bread. ALDI South also focuses on clean label with its own organic products which automatically have less additives than conventional brands.

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