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 movement towards cleaner labels, characterized by shorter and simpler ingredient lists, has become the industry standard, as highlighted by Innova Market Insights, which discovered that nearly 20% of tracked products were marketed with a clean label back in 2014. However, many shoppers remain unclear about the true meaning of “clean label,” and consumer-friendly terms such as natural or healthy, which aim to convey this concept, are often poorly defined and misunderstood by manufacturers.
The Label Insight survey did not specify which ingredients or products posed the greatest comprehension challenges for consumers, but it indicated that more general claims like “clean,” “healthy,” and “natural” were frequently viewed as confusing. Only about one-third of respondents claimed to fully grasp the meanings of these terms. This ambiguity can lead to problems for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were violating regulations regarding the use of the term “healthy” on their labels due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016, committing to reevaluate the definition of the term in response to 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 During a public hearing in March, the FDA received input from various stakeholders who argued that the term was outdated and needed revision to align with contemporary science and dietary practices.
Similarly, the term “natural” has become a focal point for litigation in recent years as consumers and public health advocates push for simple, transparent ingredients lists and marketing claims. Companies such as Dole, General Mills, and Post Holdings have faced lawsuits related to their labeling practices. In one case involving Post, plaintiffs challenged the company’s use of phrases like “100% Natural Whole Grain Wheat” and “A Natural Source of Fiber” because the wheat used in the cereal was derived from crops treated with synthetic herbicides.
With half of the participants in the Label Insight survey indicating that they consider ingredients “extremely important” when making purchasing decisions, it’s promising that consumers can be persuaded to choose a product if clearer ingredient information is made available. Nearly 46% of Americans already research ingredients on their mobile devices while shopping if they encounter something perplexing, indicating a significant opportunity for food manufacturers to enhance accessibility to this information. If not directly printed on packaging, providing a link on the product itself could be beneficial. Impressively, 95% of those surveyed expressed at least some interest in technology that enables them to access detailed ingredient information via their mobile phones.
As consumers increasingly avoid artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers would be wise to adopt a more transparent approach. Given the rising interest in health-oriented products, such as a multivitamin with calcium citrate, being open and honest with shoppers is essential. The consumer is indeed paying attention.