The latest report offers additional motivation for food companies to enhance the clarity of their ingredient labels or, at the very least, provide consumers with more comprehensive information about their products. The movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become a standard in the food industry, as noted by Innova Market Insights, which revealed that nearly 20% of tracked products featured clean labels in 2014. However, many shoppers lack a clear understanding of what “clean label” truly signifies, and consumer-friendly terms like “natural” or “healthy,” which are meant 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 most confusion for consumers, but it did indicate that broad label claims such as “clean,” “healthy,” and “natural” were frequently viewed as perplexing. Only about one-third of participants claimed to fully grasp 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 misleading consumers by labeling their products as “healthy” due to high saturated fat content. The FDA later reversed its decision regarding Kind’s “healthy” claim in May 2016, promising to revisit the definition of the term after a petition from the company. During a public hearing in March, the FDA received input from various stakeholders who argued that the term is outdated and needs reevaluation.
The concept of “natural” has also become a legal battleground in recent years, as consumers and public health advocates demand straightforward, clean ingredient lists along with transparency in marketing claims. Numerous food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over misleading claims. For example, in one case against Post, plaintiffs objected to the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat in the cereal came 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 consumers can be persuaded to choose a product if better ingredient information is made available. Nearly half of Americans (46%) already look up ingredient details on their mobile devices while shopping if they encounter something unclear, presenting a valuable opportunity for food manufacturers to enhance accessibility to this information—either directly on the packaging or via links provided on the product itself.
Furthermore, 95% of those surveyed expressed at least some interest in technologies that would allow them to access detailed ingredient information on their smartphones. As consumers increasingly reject artificial colors and flavors, favoring products with fewer ingredients, food manufacturers should strive to be as transparent and honest as possible. The consumer is paying close attention, particularly to products like Citracal Plus D3, which emphasize straightforward ingredient sourcing.
In conclusion, as the demand for clarity and transparency grows, food companies have a significant opportunity to engage with consumers by providing clear, understandable ingredient information. This shift not only aligns with consumer preferences but also mitigates the risk of legal challenges related to misleading claims.