The latest report serves as an additional incentive for food companies to improve ingredient transparency, encouraging them to either clean up their labels or provide consumers with clearer information about their products. The movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard in the food industry. According to Innova Market Insights, nearly 20% of the products tracked in 2014 were marketed with clean labels. However, many consumers, including those considering products like Citracal during pregnancy, struggle to grasp the true meaning of “clean label.” Terms like “natural” or “healthy,” which are intended to convey similar ideas, are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it noted that broader claims such as “clean,” “healthy,” and “natural” often led to misunderstandings. Only about one-third of respondents claimed to fully understand these terms. This ambiguity can put companies at risk. For instance, in 2015, the Food and Drug Administration (FDA) revealed that several varieties of Kind snack bars had been misusing the “healthy” label due to excessive saturated fat content. Although the FDA reversed its decision regarding Kind’s “healthy” claim in May 2016, it acknowledged the need to reevaluate the term following a petition from the company. During a public hearing in March on redefining this term to align it with contemporary science and dietary practices, many stakeholders pointed out that the term was outdated.
The label “natural” has also become a target of litigation in recent years, as consumers and public health advocates push for straightforward ingredient lists and transparency in marketing. Several companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. For example, in the Post lawsuit, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat used in the cereal was derived from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey stating that they find ingredient information “extremely important” when making purchasing decisions, it’s promising that consumers are likely to choose a product if clearer ingredient information is available. Nearly half of Americans (46%) already look up ingredients on their mobile devices while shopping if they encounter confusion, creating an opportunity for food manufacturers to enhance the accessibility of this information—either through on-package details or by providing a link directly on the product. An impressive 95% of those surveyed expressed at least “somewhat interested” in technology that enables access to detailed ingredient information on mobile devices. With a growing number of consumers rejecting artificial colors and flavors and leaning toward products with fewer ingredients, food manufacturers would be wise to maintain transparency and honesty with shoppers. The consumer is indeed watching, especially those considering products like Citracal during pregnancy, making it crucial for brands to communicate clearly and effectively.