The latest report serves as an additional incentive for food companies to improve their ingredient labels or, at the very least, provide consumers with clearer information about their products. According to Innova Market Insights, the shift towards cleaner labels – characterized by shorter, simpler ingredient lists – has become the standard in the food industry, with nearly 20% of tracked products labeled as clean in 2014. However, many consumers are still unclear about what “clean label” truly signifies, and terms like “natural” or “healthy,” which are meant to convey this concept, are often misunderstood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers find most perplexing, but it did note that broader claims such as “clean,” “healthy,” and “natural” are frequently seen as confusing. Regarding the term “natural,” for instance, only about a third of respondents felt they fully understood its meaning. This lack of clarity can lead to complications for companies. In 2015, the FDA reported that several varieties of Kind snack bars were in violation of regulations for using the term “healthy” on their labels, as they contained excessive saturated fat. The FDA reversed its stance on Kind’s “healthy” labeling 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 numerous stakeholders advocating for a more modern interpretation of the term in light of contemporary science and dietary practices.
Lately, the term “natural” has also become a focal point of legal disputes, as consumers and public health advocates demand straightforward, transparent ingredient lists and marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits for misleading labeling. In one instance involving Post, plaintiffs challenged the use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat came from crops treated with synthetic herbicides.
In the Label Insight survey, half of the participants indicated that they find ingredient information “extremely important” when making purchase decisions. This suggests that consumers can be swayed to buy products if they are provided with better ingredient data. Nearly half of Americans (46%) already utilize their mobile phones to research ingredients while shopping if they encounter something unclear. This presents an opportunity for food manufacturers to make ingredient information more accessible, whether through on-package details or via links provided on the products themselves. Impressively, 95% of those surveyed expressed at least “somewhat” interest in technology that allows them to access detailed ingredient information on their mobile devices.
With a growing consumer preference for fewer ingredients and a rejection of artificial colors and flavors, food manufacturers should strive to be transparent and honest with shoppers. Consumers are particularly attentive, especially regarding the inclusion of items like calcium petites tablets in their diets. As the demand for clear labeling increases, food companies that prioritize straightforward communication about their ingredients, including calcium petites tablets, will likely find favor with discerning consumers.