In the UK and across Europe, consumer expectations around supplements are changing dramatically. Shoppers are no longer satisfied with long ingredient lists full of artificial colours, preservatives, and chemical-sounding names. Instead, they are demanding clean label supplements—products that are transparent, natural, and free from unnecessary additives.
For brands, this shift is not just a trend; it is becoming a requirement for trust and market success. Retailers, pharmacies, and e-commerce platforms are prioritising products that highlight natural, simple formulations.
In this article you will learn:
- What “clean label” means in the supplement industry
- Why UK consumers reject artificial additives
- The regulatory and market drivers behind the clean label movement
- Opportunities for brands adopting clean label supplements
- A practical checklist for reformulating or launching clean label products
- Common mistakes to avoid
What does clean label mean in supplements?
“Clean label” is not a legal definition, but it reflects growing consumer expectations for transparency and simplicity. Clean label supplements are:
- Free from artificial colours, flavours, and preservatives
- Formulated with natural excipients and carriers
- Clearly labelled with short, understandable ingredient lists
- Often certified as vegan, organic, or allergen-free
- Packaged with transparency, avoiding misleading claims
In short, clean label is about trust, simplicity, and naturalness.
Why UK consumers are rejecting additives
Several factors explain why consumers are increasingly intolerant of additives:
- Health concerns: rising awareness of potential links between additives and sensitivities, especially in children.
- Transparency culture: people want to know exactly what they are putting into their bodies.
- Natural lifestyle trends: demand for organic, vegan, and eco-friendly products extends to supplements.
- E-commerce influence: Amazon reviews and social media highlight consumer backlash against artificial ingredients.
- Regulatory pressure: stricter rules around labelling and authorised claims make transparency unavoidable.
Regulatory drivers in the UK
While “clean label” itself is not a regulatory category, supplements must comply with UK food law, including:
- Food Supplements (England) Regulations 2003 (and devolved equivalents)
- Regulation (EU) 1169/2011, retained in UK law, covering ingredient and allergen labelling
- Nutrition and Health Claims Regulation (NHCR), controlling authorised claims
- Additives regulations: only permitted additives may be used, and they must appear on the label
By going additive-free, brands reduce regulatory risk and improve consumer trust.
Opportunities for clean label supplements in the UK
Market growth
- Clean label is one of the strongest trends in the UK supplement industry in 2025.
- Sales of vegan capsules, natural gummies, and organic powders are increasing.
Channel demand
- Pharmacies and health stores prefer products with transparent formulations.
- Amazon UK highlights “free from” and “natural” categories in search filters.
High-value niches
- Children’s supplements: parents demand additive-free products.
- Beauty-from-within: collagen and skin supplements with natural carriers.
- Sports nutrition: protein powders and energy gels without artificial sweeteners.
- Plant-based wellness: organic, vegan, allergen-free formulations.
Checklist to launch clean label supplements
- Audit your formulations: identify artificial colours, flavours, preservatives, or fillers.
- Replace with natural alternatives: pectin for gummies, rice flour for capsules, natural flavours.
- Simplify ingredient lists: aim for transparency and readability.
- Work with certified manufacturers: ensure GMP, HACCP, ISO compliance.
- Highlight “free from” claims: artificial colours, sweeteners, preservatives.
- Add certifications: vegan, organic, allergen-free where relevant.
- Design transparent labels: no hidden ingredients or misleading claims.
- Position your brand clearly: build marketing around natural, ethical, and transparent values.
- Leverage e-commerce filters: optimise Amazon listings for “additive-free” searches.
Common mistakes to avoid
- Marketing as “clean label” while still using hidden additives
- Failing to adapt packaging and communication to reflect transparency
- Overusing “natural” claims without certification
- Neglecting stability testing when removing preservatives
- Assuming clean label always means higher cost—many alternatives are cost-effective
FAQs
What are examples of additives consumers dislike?
Artificial sweeteners (aspartame, sucralose), colours (E-numbers), preservatives, and synthetic flavourings.
Are clean label supplements more expensive?
Not always. While some natural excipients cost more, demand and scale are reducing costs.
Do clean label supplements need certification?
Not legally, but vegan, organic, or allergen-free certifications strengthen credibility.
Which clean label supplements are trending in the UK?
Vegan multivitamins, collagen powders, magnesium sprays, and children’s gummies.
Conclusion
The rise of clean label supplements in the UK reflects a profound shift in consumer expectations. People want natural, transparent, and additive-free products they can trust.
For brands, adopting clean label is no longer optional—it is essential for credibility and long-term growth. By reformulating products, simplifying labels, and embracing transparency, supplement companies can align with consumer demand and secure a stronger position in the UK market.
👉 Contact Techlabs Europe today to start your clean label supplement project