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 the contents of their products. The shift towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard practice in the food industry. According to Innova Market Insights, nearly one in five products tracked in 2014 were marketed with a clean label. However, many consumers lack a clear understanding of what “clean label” truly signifies, and terms like “natural” or “healthy,” which are intended to convey this concept, are often poorly defined and misunderstood by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it noted that general label claims such as “clean,” “healthy,” and “natural” frequently led to confusion. Only about a third of participants claimed to fully comprehend these terms. This ambiguity can lead to complications for companies. In 2015, the Food and Drug Administration (FDA) revealed that at least four varieties of Kind snack bars were breaching regulations by labeling their products as “healthy” due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016, pledging to re-evaluate the term’s definition in response to a petition from Kind. During a public hearing in March, the FDA heard from numerous stakeholders who argued that the term was outdated.
The term “natural” has also become a focal point of litigation in recent years, as consumers and public health advocates call for straightforward ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced legal challenges. In the Post lawsuit, for instance, plaintiffs contested the company’s use of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat ingredient was sourced from crops treated with synthetic herbicides.
With half of the respondents from the Label Insight survey indicating that they consider ingredients “extremely important” when making purchasing decisions, it is promising that consumers can be swayed to choose a product 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 enhance accessibility. This could involve directly printing information on packaging or providing links to detailed ingredient data on the product itself. A significant 95% of those surveyed expressed at least “somewhat interested” in technology that would allow them to retrieve detailed ingredient information via their mobile phones.
As consumers increasingly reject artificial colors and flavors and lean towards products with fewer ingredients, food manufacturers should strive to be as transparent and honest as possible. The consumer is paying attention. Additionally, with the growing popularity of health supplements, products like Walgreens calcium citrate could benefit from clearer labeling to help consumers make informed decisions. In today’s market, being upfront about ingredient sourcing and processing is crucial, especially as consumers become more health-conscious and discerning about what they put into their bodies. Therefore, companies should focus on providing comprehensive ingredient information, including clear definitions of terms like “natural” and “healthy,” while also highlighting beneficial ingredients such as Walgreens calcium citrate to better meet consumer demands.