Attracting generations Z and Y to the Clean Label: the rules of the game for businesses

Clean Label is winning over consumers! A simple label, ingredients like plant extracts, natural flavors, or preservatives of natural origin, and the elimination or reduction of synthetic additives… This approach, adopted by food industry manufacturers, fully meets the growing consumer demand for healthier and more traceable products.

According to research firm Future Market Insights, the global Clean Label market is estimated to reach $57.3 billion by 2025 — with an expected annual growth rate of 15.5% over the next 10 years. Millennials and Generation Z are particularly receptive, as they have incorporated product naturalness, environmental impact, and brand ethics into their consumption habits from an early age.

At LeaderIA Human Resources Group, a recruitment firm specialized in the agri-food industry, we support professionals working with functional ingredients, natural texturizers, and fast-moving consumer goods in this industrial renewal.
We seek out talents who can develop plant-based and natural alternatives to artificial substances and GMOs, reformulate food and beverages using Clean Label specialty ingredients, enhance labeling, or lead marketing strategies aligned with both new consumer expectations and European and national regulations on product claims.

These are missions that naturally attract younger generations, as they align with their values — provided the company communicates in a way that truly reflects its daily practices.

The Challenges of Intergenerational Recruitment

Candidates aged 25 to 40 have different expectations than previous generations did at the same age. Salary and benefits are no longer enough — a healthy work-life balance and alignment with company values have become essential.
This generational shift has grown stronger over time, and with more than 15 years of experience in executive search, our expertise enables us to support our clients through this evolution.

How Can Companies Better Meet These Expectations?

1. Highlight CSR Commitment

Candidates want to work for companies that are genuinely committed, true to the human values they promote, and consistent in their social and environmental responsibility efforts. They pay close attention to waste reduction programs, responsible sourcing of raw materials, the use of local ingredients, or the development of eco-friendly products formulated with sustainable alternatives.
Employee testimonials that reflect the company’s mission are particularly valuable for candidates. This is especially true for younger candidates — who are digital natives — as they are very sensitive to a company’s use of new technologies and its presence on social media. These platforms allow them to see tangible CSR actions in real time.

2. Create a Stimulating Work Environment

Young talents prefer project-based work: inspire them by showcasing your collaborative Clean Label achievements, such as reformulating a product line with innovative functional ingredients. They seek regular growth opportunities and want to contribute to meaningful projects. They value individual impact over seniority and expect fair and transparent leadership. Clean Label, as a cross-functional topic within companies, offers the chance to provide stimulating training and challenges — like transitioning to a new product category for a formulation expert.

3. Focus on Quality of Work Life

A personalized onboarding experience, flexible hours, and collaborative, modular workspaces are real drivers of workplace well-being. Meeting the need for work-life balance among young talents is essential. Encouraging their creativity in developing clean label solutions is often a key factor in talent retention.

New hires who share a company’s values are more likely to remain engaged and committed over the long term. At LeaderIA Human Resources Group, we too have adapted our practices to better understand what motivates young talent and to optimize their onboarding experience. Feedback from both our teams and candidates helps us continuously improve this journey.

Generations Y and Z are seeking purpose in their professional lives. By placing ethical and sustainable values at the core of their business, Clean Label companies can meet these expectations while boosting their appeal to younger talent.
Authenticity benefits everyone — candidates, recruiters, and companies alike!

Sources :

https://www.futuremarketinsights.com/reports/clean-label-ingredients-market

https://www.alliedmarketresearch.com/upcycled-food-products-market-A53592

https://bluehorizon.com/insight/whos-hungry-for-what-closing-the-talent-gap-in-sustainable-food/

https://foodinsight.org/wp-content/uploads/2018/10/High-Res-Images_IFIC-Clean-Label-Report_rev918_1018.pdf

https://www.hec.edu/en/overview/news/gen-z-millennials-boomers-and-beyond-harnessing-age-diversity-de-siloing-generations

https://www.mdpi.com/2071-1050/15/18/13751

https://www.weforum.org/stories/2022/03/generation-z-sustainability-lifestyle-buying-decisions/

https://culture-rh.com/management-generation-y-5-leviers-pour-reussir/

https://recruteur.lefigaro.fr/article/methodes-de-recrutement-comment-l-adapter-aux-generations-y-et-z/

https://www.weforum.org/stories/2024/09/young-people-meaningful-work/

https://www.deloitte.com/global/en/issues/work/content/genz-millennialsurvey.html