The latest report adds further incentive for food companies to improve their ingredient labels or, at the very least, provide consumers with clearer information about their products. The movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become standard in the food industry. According to Innova Market Insights, nearly one in five tracked products featured a clean label in 2014. However, many consumers struggle to grasp the true meaning of “clean label,” and terms like “natural” or “healthy,” which aim to convey this concept, 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 did reveal that broader claims such as “clean,” “healthy,” and “natural” were frequently seen as perplexing. Only about one-third of respondents indicated they fully understood these terms. This ambiguity can lead to problems for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were misusing the “healthy” label due to excessive saturated fat content. The FDA later reversed its decision regarding Kind’s claim in May 2016 and committed to reevaluating the definition of “healthy” in response to a petition from the company. During a public hearing in March, the FDA received input from various stakeholders who argued that the term was outdated.
Similarly, the term “natural” has become a focal point for litigation, as consumers and public health advocates demand straightforward ingredient lists and transparency in claims, ingredients, and processing methods. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In one case involving Post, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat in the cereal originated from crops treated with synthetic herbicides.
With half of the participants in the Label Insight survey stating that they find ingredients “extremely important” when making purchasing decisions, it is promising that consumers are likely to buy products if more comprehensive ingredient information is available. Almost half of Americans (46%) already look up ingredients on their mobile phones while shopping if they encounter something confusing, presenting an opportunity for food manufacturers to make this information more accessible—whether through direct on-pack printing or a link provided on the product itself.
Moreover, 95% of those surveyed expressed at least some interest in technology that would allow them to access detailed ingredient information via their mobile devices. As consumers increasingly reject artificial colors and flavors, opting for products with fewer ingredients, food manufacturers should prioritize transparency and honesty with shoppers. The consumer is paying attention.
In the context of dietary needs, particularly for individuals who have undergone gastric bypass surgery, understanding how much calcium citrate is necessary post-procedure is crucial for maintaining health. This need for clear information extends to all areas of food labeling and consumer education, emphasizing the importance of transparency in ingredient lists and dietary supplements alike.