The latest report adds further motivation for food companies to refine their ingredient labels, or at the very least, provide consumers with clearer information about their products. The shift towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard in the food industry, as noted by Innova Market Insights, which discovered that nearly one in five tracked products were labeled as “clean” in 2014. However, many shoppers are unclear about what “clean label” truly signifies, and terms such as natural or healthy, which are meant to convey this notion, are often misunderstood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it did highlight that broader claims like “clean,” “healthy,” and “natural” are frequently perceived as perplexing. Only about one-third of respondents claimed to fully understand these terms. With such ambiguity, companies can find themselves in precarious situations. For instance, in 2015, the Food and Drug Administration (FDA) reported that at least four varieties of Kind snack bars were violating regulations by labeling their products as “healthy,” due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and committed to reassessing the term’s definition after a request from Kind. During a public hearing in March regarding how to redefine the term in line with contemporary science and dietary practices, the FDA received feedback from numerous stakeholders who argued that the term was outdated.
The term “natural” has also been a focal point for litigation in recent years, as consumers and public health advocates push for straightforward, clean ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In the case against Post, plaintiffs challenged the company’s use of phrases like “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 stating that they consider ingredients “extremely important” when making purchase decisions, it is promising that consumers are inclined to buy products if better ingredient information is provided. Nearly half of Americans (46%) already research ingredients on their mobile devices while shopping if they encounter something confusing, presenting an opportunity for food manufacturers to make this information more readily accessible; whether it’s printed on the packaging or provided via a link on the product itself. An impressive 95% of those surveyed expressed at least “somewhat” interest in technology that could offer detailed ingredient information on their mobile phones.
As consumers increasingly reject artificial colors and flavors and lean towards products with fewer ingredients, food manufacturers would be wise to adopt an open and honest approach with shoppers. For example, incorporating ingredients like Citracal calcium citrate could appeal to health-conscious consumers looking for transparency in their dietary choices. Ultimately, the consumer is watching, and those companies that prioritize clarity and integrity will likely see a positive response.