The latest report offers additional motivation for food companies to improve their ingredient labels or, at the very least, provide consumers with clearer information regarding the contents of their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become the standard in the food industry, with nearly one in five tracked products marketed as having a clean label in 2014. Nonetheless, many shoppers remain unclear about what “clean label” truly signifies, and consumer-friendly terms such as “natural” or “healthy” are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most perplexing, but it indicated that broader label claims such as “clean,” “healthy,” and “natural” frequently led to confusion among consumers. Only about one-third of respondents claimed to fully grasp the meanings of these terms. This uncertainty can result in complications for companies.
In 2015, the Food and Drug Administration (FDA) revealed that at least four varieties of Kind snack bars were violating regulations by using the term “healthy” on their labels due to excessive saturated fat content. However, in May 2016, the FDA reversed its stance on Kind’s “healthy” claim, committing to reevaluating the term’s definition following a petition from the brand. During a public hearing in March, the FDA listened to various stakeholders who argued that the term was outdated and needed to be redefined to better reflect contemporary science and dietary standards.
The term “natural” has also been a focal point of legal action in recent years, as consumers and public health advocates demand straightforward ingredient lists and transparent marketing claims. Multiple food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over this issue. In the case against Post, for instance, plaintiffs contested the company’s claims of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” as the wheat used in the cereal was sourced from crops treated with synthetic herbicides.
Encouragingly, half of the participants in the Label Insight survey indicated that they consider ingredients “extremely important” when making purchasing decisions. This suggests that consumers may be persuaded to choose a product if clearer ingredient information is provided. Nearly 46% of Americans already look up ingredient information on their mobile devices while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to enhance accessibility to this information—whether through direct packaging or a link on the product itself. A remarkable 95% of respondents expressed at least “somewhat interested” in technology that would allow them to access detailed ingredient information via their mobile phones.
As consumers increasingly reject artificial colors and flavors in favor of products with fewer ingredients, food manufacturers would benefit from being as transparent and honest as possible with shoppers. The consumer is paying attention, and with the rising awareness around ingredients like ccm tablet gsk, companies must be diligent in how they present their products. In this landscape, being forthcoming about ingredient sourcing and processing methods will likely resonate with a conscientious public.