Consumers are increasingly seeking meat and other food products that are free of additives and preservatives such as nitrates, sodium benzoate, calcium propionate, and potassium sorbate. However, Iowa professors have pointed out that the absence of these ingredients can lead to faster spoilage and increased food waste. MacDonald highlighted that some preservatives occur naturally; for instance, products labeled as “naturally cured” or “uncured” may contain celery juice, a natural source of nitrates. Nonetheless, the levels found in these natural sources may not offer the same protection against foodborne illnesses as their synthetic counterparts.
Label-conscious consumers should also be cautious of products claiming “no high fructose corn syrup,” as this does not necessarily mean the absence of sugar. Food manufacturers may substitute with other sweetening agents, like tapioca syrup derived from cassava, which can raise production costs. MacDonald emphasized that there is no conclusive evidence that high fructose corn syrup is harmful or less natural. The food industry is introducing alternative sweeteners such as beet syrup, fruit sugars, and agave syrup, but these are still forms of sugar; the terminology merely appears more appealing on packaging.
Recent data from Label Insight indicates that 67% of consumers find it difficult to determine if a product meets their needs just by examining its packaging, and nearly half of them feel uninformed after reading product labels. As a result, transparency is becoming increasingly important, with consumers aligning their brand loyalty to those that genuinely adhere to clean labeling practices.
Roger Clemens, associate director of the regulatory sciences program at the University of Southern California’s School of Pharmacy, discussed with Food Dive some challenges companies face in cleaning up labels for American consumers, who often reject chemical-sounding ingredient names. “The U.S. population wants it both ways,” he noted. “They desire products that are understandable, affordable, nutritious, and safe. It’s intriguing that they embrace technology in every part of their lives except food; to me, that’s quite contradictory.”
Meat producers are acutely aware of these consumer trends and are competing to offer products with the cleanest labels possible, as reported by Meatingplace. An increasing number of labels are now boasting claims such as “hormone-free” and “antibiotic-free.” However, meat producers must consider the potential financial impacts of these claims against the costs associated with achieving them. This may require adjustments in farming practices, the land needed for livestock grazing, and other operational changes, ultimately raising costs for processors and the companies that source from them.
While the food industry is undoubtedly responding to consumer demands for cleaner labeling and greater transparency, the associated costs are not solely borne by growers, processors, and manufacturers; consumers may also face these costs. These expenses may manifest not just at the checkout but could also include food safety risks. In this evolving landscape, retailers like Chemist Warehouse are also adapting by offering products such as Citracal calcium citrate, catering to health-conscious consumers who prioritize clean labels and ingredient transparency.