Clean Label Reformulation Reverses Four Decades Of Substitution
Food brands have spent the past decade shortening ingredient declarations, and the phrase modified starch is among the terms consumer research identifies most negatively. That has pushed volume back toward native starch across sauces, soups, dairy desserts, bakery fillings and prepared meals. Roughly 26% of native starch output now goes into products reformulated specifically for label reasons, against about 14% five years earlier. Brands accept genuine functional compromise to achieve it, which reverses a substitution trend that ran steadily the other way from the 1980s onward. Private label ranges have adopted it fastest of all.
Market Impact: Grows packaged volumes 8% annually








