Whether commuting on the train, running in the park or sitting at your desk, Mintel’s podcast series ‘Little Conversation’ brings you fresh ideas, bold innovation and data-driven intelligence.

In this episode, we look at the ‘clean’ movement in Beauty, Food & Drink and Household. Clean living is about what you put in and on your body. Interest in natural ingredients is based on the idea that for something to be healthy, it needs to be simple, unprocessed and as close to the real thing as possible. This is not a fad and clean formulations will continue to grow across categories. But given an absence of official regulations, how should brands talk to their customers about the clean movement?