The latest report serves as an additional incentive for food companies to enhance transparency in their ingredient labels, or at the very least, provide consumers with clearer information regarding the contents of their products. The move towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a prevalent trend in the food industry. According to Innova Market Insights, nearly one in five tracked products was marketed with a clean label in 2014. However, many shoppers are unclear about what “clean label” truly signifies, and consumer-friendly terms like natural or healthy are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not delve into which specific ingredients or products consumers found most confusing, but it did reveal that more generic label claims such as “clean,” “healthy,” and “natural” tend to cause confusion. Only about one-third of respondents claimed they fully understood the meanings of these terms. This ambiguity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were prohibited from using the “healthy” label 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 Kind submitted a petition.
During a public hearing in March, the FDA heard from various stakeholders advocating for a redefinition of the term to better reflect contemporary science and dietary guidelines. The word “natural” has also come under scrutiny in recent years, as consumers and public health advocates call for straightforward, clean ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over their labeling practices. In one instance, the plaintiffs criticized Post for using terms like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in the cereal was sourced from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they consider ingredients “extremely important” when making purchasing decisions, it is promising that consumers are likely to choose a product if clearer ingredient information is provided. Nearly half of Americans (46%) already research ingredients on their mobile devices while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make this information more directly accessible—whether through on-pack details or links on the product itself. An impressive 95% of those surveyed 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, opting for products with fewer ingredients, food manufacturers should strive to be as transparent and honest as possible with their customers. The consumer is indeed paying attention. Additionally, as people become more health-conscious, they are also interested in understanding ingredients like “calcium citrate magnesium and zinc.” This interest reflects the growing demand for clarity in food labeling, as many consumers want to know precisely what they are consuming and how it contributes to their overall health. In this context, terms like “calcium citrate magnesium and zinc” should be clearly explained and readily available, ensuring buyers can make informed choices about their purchases.