The latest report serves as an additional impetus for food companies to improve their ingredient labeling, or at the very least, to provide consumers with clearer information about the contents of their products. The shift toward cleaner labels—characterized by shorter and simpler ingredient lists—has become a prevalent trend in the food industry. According to Innova Market Insights, nearly 20% of the products tracked were marketed with a clean label in 2014. However, many shoppers still struggle to grasp the true meaning of “clean label,” and consumer-friendly 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” are frequently perceived as perplexing. Only about one-third of respondents claimed to fully comprehend these terms. This ambiguity can lead to complications for companies. In 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were violating regulations for labeling their products as “healthy,” due to excessive saturated fat content. The FDA re-evaluated Kind’s “healthy” claim in May 2016 after a petition from the company, and during a public hearing in March, stakeholders expressed that the term was outdated and needed redefinition to better align with contemporary scientific understanding and dietary practices.
The term “natural” has also been the subject of litigation recently, as consumers and public health advocates demand clearer ingredient lists and transparency in marketing claims. Companies like Dole, General Mills, and Post Holdings have faced legal challenges. In one case involving Post, plaintiffs contested the phrases “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 stating that they consider ingredients “extremely important” when making purchasing decisions, it is promising that consumers could be persuaded to buy products if more detailed ingredient information is accessible. Nearly 46% of Americans already research ingredients on their mobile devices while shopping when they encounter confusion, highlighting an opportunity for food manufacturers to enhance the accessibility of this information—whether by including it on the packaging or providing a link directly on the product itself. Furthermore, 95% of those surveyed expressed at least some interest in technology that enables them to access detailed ingredient information via their smartphones.
As consumers increasingly reject artificial colors and flavors and gravitate toward products with fewer ingredients, food manufacturers should strive to be as transparent as possible. The consumer is indeed paying attention. Incorporating products like Bluebonnet Cal Mag into their offerings could align with this trend, ensuring that ingredient transparency is prioritized to meet the demands of informed shoppers.