The latest report offers yet another compelling reason for food manufacturers to improve ingredient transparency on their labels, or at the very least, to provide consumers with clearer information about the contents of their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard in the food industry. The report revealed that nearly one in five products tracked in 2014 were marketed as having a clean label. However, many shoppers remain unclear about what “clean label” truly signifies, and consumer-friendly terms like “natural” or “healthy” are often poorly defined and misunderstood by manufacturers.
The Label Insight survey did not pinpoint which specific ingredients or products posed the most confusion for consumers, but it did note that broader label claims such as “clean,” “healthy,” and “natural” frequently caused misunderstandings. Only about a third of those surveyed felt they fully grasped the meanings of these terms. This ambiguity can lead companies into legal trouble. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were misusing the term “healthy” on their labels due to excessive saturated fat content. The FDA later re-evaluated its stance on Kind’s “healthy” claim in May 2016, promising to redefine the term in light of a petition from the company. During a public hearing in March, many stakeholders advocated for an updated definition of “healthy” to better reflect contemporary scientific understanding and dietary practices.
The term “natural” has also been a focal point of legal disputes in recent years, as consumers and health advocates demand clearer ingredient lists and transparency in marketing claims, ingredients, and processing methods. Several companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In one case involving Post, plaintiffs challenged the use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in the cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey deeming ingredient transparency “extremely important” in their purchasing decisions, it is promising that consumers are more inclined to buy products when better ingredient information is made available. Nearly half of Americans (46%) already look up ingredients on their mobile devices while shopping if they encounter confusion, indicating a significant opportunity for food manufacturers to enhance accessibility to this information—either printed on the packaging or linked directly to the product. A striking 95% of survey participants expressed at least some interest in technology that enables them to access detailed ingredient information on their smartphones.
As consumers increasingly reject artificial colors and flavors in favor of products with fewer ingredients, food manufacturers would be wise to maintain transparency and honesty with shoppers. This is particularly pertinent for those looking to find the best liquid calcium citrate supplement, as consumers are now more informed and discerning than ever. The demand for clearer labeling and transparent marketing is on the rise, and the consumer is indeed paying close attention.