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. The shift towards cleaner labels—characterized by shorter and simpler ingredient lists—has become the industry standard, as noted by Innova Market Insights, which revealed that nearly 20% of tracked products featured a clean label in 2014. However, many shoppers still struggle to grasp what “clean label” truly signifies, and terms like natural or healthy, which aim to convey this concept, are often misunderstood and poorly defined by manufacturers.
The Label Insight survey did not specifically identify which ingredients or products posed the greatest comprehension challenges for consumers, but it highlighted that more general claims like “clean,” “healthy,” and “natural” were frequently regarded as perplexing. Only about one-third of participants claimed to fully understand these terms. This lack of clarity can lead companies into problematic situations. In 2015, the Food and Drug Administration reported that several varieties of Kind snack bars were violating regulations by labeling their products as “healthy” due to excessive saturated fat content. However, in May 2016, the FDA reversed its stance on Kind’s “healthy” claim and committed to reevaluating the terminology following 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 During a public hearing in March, the FDA received input from various stakeholders who argued that the term was outdated.
The term “natural” has also been a focal point of litigation in recent years, as consumers and public health advocates demand straightforward ingredient lists and transparency in marketing. Various food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In the case against Post, plaintiffs challenged the use of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat in their cereal was sourced from crops treated with synthetic herbicides.
With half of the participants in the Label Insight survey stating they consider ingredients “extremely important” in their purchasing decisions, it is promising that consumers can be persuaded to choose a product if better ingredient information is available. Nearly 46% of Americans already research ingredients on their mobile devices while shopping if they find something confusing, presenting an opportunity for food manufacturers to enhance accessibility to this information, either through on-pack details or links on the product itself. A striking 95% of respondents expressed at least “somewhat interested” in technology that enables them to access detailed ingredient information via their smartphones.
As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers would be wise to prioritize transparency. For instance, products like calcium citrate 500 mg chewable supplements can benefit from clear labeling, as consumers are more likely to trust brands that openly share their ingredient information. Ultimately, the consumer is paying attention, and companies should recognize the importance of being as forthright as possible, especially with trending products like calcium citrate 500 mg chewable. In a market where clarity drives consumer choice, manufacturers must adapt to meet this demand by ensuring that their ingredient labels reflect honesty and integrity, including the precise use of ingredients like calcium citrate 500 mg chewable.