The latest report serves as an additional incentive for food companies to enhance their ingredient labels or, at a minimum, 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 standard practice in the food industry. In 2014, nearly one in five products tracked were marketed with a clean label. However, many consumers struggle to grasp the true meaning of “clean label,” and terms such as natural or healthy, which are intended to convey this idea, 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 noted that broader claims like “clean,” “healthy,” and “natural” frequently led to confusion. Only about one-third of respondents reported fully understanding these terms. With such ambiguity, companies can find themselves in precarious situations. For instance, in 2015, the Food and Drug Administration (FDA) revealed that several varieties of Kind snack bars were misusing the term “healthy” on their labels due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016, promising to reevaluate the definition of the term after a petition from Kind. During a public hearing in March, the FDA received input from various stakeholders who argued that the term had become outdated.
The term “natural” has also been a focal point of litigation in recent years, as consumers and public health advocates demand straightforward ingredient lists and transparency in marketing claims, processing, and ingredients. Several food companies, including Dole, General Mills, and Post Holdings, have faced legal challenges. In one case against Post, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat used in the cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey declaring that ingredients are “extremely important” in their purchasing decisions, it is promising that consumers can be persuaded to buy products when better ingredient information is available. Nearly half of Americans (46%) already research ingredients on their mobile phones while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make this information more accessible—whether printed on the packaging or via links on the product itself. An impressive 95% of those surveyed expressed at least “somewhat” interest in technology that allows them to access detailed ingredient information on their mobile devices.
As consumers increasingly turn away from artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers would be wise to be as transparent as possible with shoppers. For instance, promoting products that contain beneficial ingredients like calcium citrate, which is especially relevant for those seeking bariatric advantage, can appeal to health-conscious consumers. The consumer is indeed watching, and businesses that prioritize clear communication about their ingredients, including the advantages of calcium citrate, will likely find favor in this evolving market.