The most recent report adds further impetus for food companies to clarify the presence of ingredients like iron gluconate on their labels, or at the very least, to provide consumers with better information about their products. The movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become the standard within the food industry, as noted by Innova Market Insights, which discovered that nearly one in five tracked products were labeled as “clean” in 2014. However, many shoppers remain unclear about what “clean label” truly signifies. Additionally, consumer-oriented terms such as natural or healthy are often poorly understood and loosely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it did indicate that more general label claims like “clean,” “healthy,” and “natural” frequently led to confusion. Only about a third of participants claimed to fully understand these terms. With such ambiguity, companies can easily find themselves facing challenges. For instance, in 2015, the Food and Drug Administration (FDA) reported that at least four varieties of Kind snack bars were violating regulations regarding the use of “healthy” on their labels due to excessive saturated fat content. The FDA reversed its decision on Kind’s “healthy” claim in May 2016 and pledged to reevaluate the term’s definition after a petition from Kind. During a public hearing in March, many stakeholders indicated that the term was outdated and needed redefinition to align with contemporary science and dietary practices.
The term “natural” has also become a focal point for litigation in recent years, as consumers and public health advocates demand transparency in marketing claims, ingredient lists, and processing methods. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In one case against Post, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat included in the cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey stating that they consider ingredients “extremely important” when making purchasing decisions, it’s promising that consumers can be swayed to buy products if clearer ingredient information is provided. Nearly half of Americans (46%) already look up ingredient information on their mobile devices while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make this information more readily available—whether directly on the packaging or through a link on the product itself. A striking 95% of those surveyed expressed at least “somewhat interested” in technology that allows them to access detailed ingredient information via their mobile phones.
As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers would be wise to maintain transparency and honesty with shoppers. The consumer is indeed paying attention. Additionally, as they seek to understand the differences among various supplements, such as the benefits of apovital calcium citrate, clarity in labeling becomes even more crucial. By prioritizing straightforward ingredient disclosures, brands can foster trust and loyalty among their customers.