The demand for the clean label has been reported to increase significantly over the last decade, as the clean label is no longer a trend and has now become the part of the mainstream across categories, as consumers prefer food, which is recognized as 'healthier'. Thus, the main consumers of the segment include the health-conscious people, who tend to pay more for natural food with natural ingredients and the food products that provide a higher value proposition for the product and brand. Furthermore, regulatory and industry initiatives drive the transparency of the segment.

The lecithin market in South Africa has witnessed a significant demand in recent years, owing to the rising incidences of lifestyle-based health issues, such as cardiovascular diseases, obesity, osteoporosis, and diabetes, which have fuelled the consumers’ need for food ingredients, like lecithin. The major demand for lecithin is from the food industry, as it is used as a food additive due to the functional property of anti-spatter and emulsifier. Liquid lecithin is used majorly in bakery and confectionery and industrial applications. Whereas powder lecithin is used in instant dry mixes, beverage premixes, etc. On the other side, in the pharmaceutical industry, it is used as a dispersing agent and helps in encapsulation. It also has an application in the form of nutritional supplements.