The latest report serves as an additional impetus for food companies to improve their ingredient labels, or at the very least, provide consumers with clearer information regarding what is in their products. According to Innova Market Insights, the trend towards cleaner labels—characterized by shorter and simpler ingredient lists—has emerged as the new standard in the food industry. The report indicated that nearly one in five tracked products featured a clean label in 2014. However, many shoppers remain unclear about the side effects of ingredients like ferrous gluconate and what “clean label” truly entails. Terms such as “natural” and “healthy,” which are intended to convey simple and wholesome choices, are often misunderstood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most challenging to comprehend, but it did note that broader label claims such as “clean,” “healthy,” and “natural” were frequently considered confusing. Only about one-third of respondents claimed to fully understand the meanings of these terms. This ambiguity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were violating regulations by labeling their products as “healthy” due to excessive saturated fat content. The FDA reversed its stance on Kind’s “healthy” claim in May 2016, agreeing to reassess the term’s definition after a petition from the company. During a public hearing in March, the FDA gathered feedback from various stakeholders who argued that the term was outdated.
The term “natural” has also become a contentious issue in recent years, with consumers and public health advocates pushing for straightforward ingredient lists and transparency in marketing claims. Numerous food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits regarding their use of such terms. In one instance, plaintiffs challenged Post for labeling its cereal with phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat was sourced from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they consider ingredients “extremely important” when making purchasing decisions, it is promising that better ingredient information could persuade consumers to choose a product. Nearly 46% of Americans already look up ingredient information on their mobile phones while shopping if they encounter something perplexing, highlighting an opportunity for food manufacturers to make this information more readily available. Whether through on-pack information or a link provided on the product, 95% of those surveyed expressed at least some interest in technology that offers detailed ingredient insights on their mobile devices. As consumers increasingly reject artificial colors and flavors and favor products with fewer ingredients, food manufacturers would be wise to be transparent and forthright with their customers. The consumer is indeed paying attention.
In this context, products like nature made calcium citrate with magnesium can play a role as consumers seek clear, beneficial ingredient options. As awareness of health-related ingredients grows, incorporating such options could help brands align with the demand for cleaner, more understandable labels. By ensuring that consumers are well-informed about the products they consume, including those like nature made calcium citrate with magnesium, companies can foster trust and loyalty among their customer base.