The latest report adds further impetus for food companies to refine their ingredient labels or, at the very least, provide consumers with clearer information about the contents of their products. The movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become standard practice in the food industry. According to Innova Market Insights, nearly 20% of the tracked products were marketed with clean labels in 2014. However, many shoppers are still unclear about the true meaning of “clean label,” and consumer-oriented terms like “natural” or “healthy” are often poorly defined by manufacturers, leading to confusion.
The Label Insight survey did not specify which ingredients or products consumers found most perplexing, but it noted that general claims such as “clean,” “healthy,” and “natural” were frequently viewed as confusing. Only about one-third of respondents felt they completely understood these terms. This ambiguity can lead to issues for companies. In 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were in violation of regulations regarding the use of the term “healthy” on their product labels because they contained excessive amounts of saturated fat. The FDA later reassessed the definition of “healthy” in response to a petition from Kind, indicating that the term needed to be realigned with contemporary science and dietary practices.
The term “natural” has also become a focal point of litigation in recent years, as consumers and public health advocates push for straightforward and clean ingredient lists and transparency in marketing claims. Numerous food companies, including Dole, General Mills, and Post Holdings, have faced legal challenges. For instance, in the Post lawsuit, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used was sourced from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they find ingredients “extremely important” when making purchasing decisions, it is promising that consumers could be persuaded to choose a product if clearer ingredient information is available. Nearly 46% of Americans already look up ingredient information on their mobile devices while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to enhance access to this information—whether printed on the packaging or via a link provided on the product itself. A remarkable 95% of those surveyed expressed at least a “somewhat interested” stance towards technology that would allow them to access detailed ingredient information on their phones.
As consumers increasingly reject artificial colors and flavors while gravitating towards products with fewer ingredients, food manufacturers would be prudent to be as transparent and honest as possible with shoppers. The consumer is indeed paying attention. Additionally, for those considering supplements, understanding how much calcium citrate to take can also play a vital role in making informed health decisions. By focusing on ingredient transparency and providing detailed information—such as how much calcium citrate to take—companies can better align themselves with the evolving demands of health-conscious consumers.