The latest report offers additional motivation for food companies to improve their ingredient labels or, at the very least, provide consumers with clearer information about their products. The movement toward cleaner labels—characterized by shorter and simpler ingredient lists—has become the standard in the food industry, as noted by Innova Market Insights, which found that nearly one in five tracked products featured a clean label in 2014. However, many shoppers still struggle to grasp what “clean label” truly means, and consumer-facing terms such as natural or healthy are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it did indicate that broader label claims like “clean,” “healthy,” and “natural” were frequently seen as perplexing. Only about a third of respondents claimed to fully comprehend these terms. With such uncertainty, companies can find themselves facing challenges. In 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were in violation of regulations for using the term “healthy” on their labels due to excessive saturated fat content. However, the FDA reversed its stance on this claim in May 2016 and promised to reevaluate the definition of “healthy” following a petition from Kind. During a public hearing in March, the FDA heard from various stakeholders who argued that the term was outdated and needed revision.
The term “natural” has also been at the center of litigation in recent years, as consumers and public health advocates call for straightforward, clean ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits regarding this issue. In the case of Post, plaintiffs challenged the company’s use of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” claiming that the cereal’s wheat came 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 encouraging that consumers can be swayed to choose a product if clearer ingredient information is available. Nearly half of Americans (46%) already research ingredient details on their mobile devices while shopping if they encounter something confusing, presenting an opportunity for food manufacturers to make this information more accessible—whether directly on the packaging or via a link on the product itself. An impressive 95% of those surveyed expressed at least some interest in technology that would allow them to access detailed ingredient information on their phones.
As consumers increasingly reject artificial colors and flavors in favor of products with fewer ingredients, food manufacturers would benefit from being as transparent as possible with shoppers. The consumer is paying attention, and it could be wise for companies to highlight beneficial ingredients, like the best form of calcium citrate, to attract health-conscious buyers. In a market where clarity and honesty are becoming paramount, emphasizing quality ingredients like the best form of calcium citrate can help build trust and drive sales.