Food or drinks containing no artificial preservatives is the largest category within clean label and is set to be worth almost €75 billion by 2020, according  to Euromonitor International.

Clean label is an industry devised term to describe the shift in consumer preference towards simpler more natural ingredients. As manufacturers continue on the collective quest to remove artificial ingredients from their respective portfolios, the clean label movement is going from strength to strength.

Alan Rownan, ethical labels analyst at Euromonitor International, says, "Globally, the leading clean labels in terms of value sales were the no artificials in 2015. No artificial preservatives saw values of €68.6 billion, no artificial colours was worth €50 billion and no artificial flavours was worth €38.4 billion.

"The learning in this sense is that manufacturers are eager to illustrate to consumers not only the clean label portfolio attributes, but are also eager to be seen to embrace the underlying principles of clean label; transparency, robustness, clarity and relevancy. For many manufacturers, clean labels represent a useful vehicle from which to drive this message home."