Consumers are increasingly seeking meat and other food products that are free from additives and preservatives, such as nitrates, sodium benzoate, calcium propionate, and potassium sorbate. However, the absence of these ingredients can lead to faster spoilage, resulting in food waste, according to Iowa professors. MacDonald pointed out that some preservatives occur naturally; for instance, products labeled as “naturally cured” or “uncured” may contain celery juice, a natural source of nitrates. Yet, the amount present may not offer the same protection against foodborne illnesses as synthetic alternatives.
Label-conscious consumers should also be wary of products that say “no high fructose corn syrup,” as this does not guarantee the absence of sugar. Manufacturers may substitute it with other sweeteners, like tapioca syrup derived from cassava, which can increase production costs. MacDonald explained, “There is no evidence that high fructose corn syrup is harmful or less natural than other sweeteners.” She noted that the food industry is creating various alternative sweeteners—such as beet syrup, fruit sugars, and agave syrup—but they are all essentially sugars with more appealing names on the labels.
Recent data from Label Insight reveals that 67% of consumers find it difficult to determine if a product meets their needs just by examining the packaging, and nearly half feel uninformed after reading the labels. As transparency grows in importance, consumers are increasingly aligning their brand loyalty with products that genuinely adhere to clean labeling practices.
Roger Clemens, associate director of the University of Southern California School of Pharmacy’s regulatory sciences program, discussed the challenges companies face in cleaning up labels for American consumers, who often prefer to avoid chemical-sounding ingredient names. He remarked, “The U.S. population wants it both ways. They desire understandable, affordable, nutritious, beneficial, and safe options. They want everything. It’s interesting that they are willing to accept technology in all aspects of life except for food. To me, that’s somewhat contradictory.”
Meat producers are acutely aware of these trends and are competing to offer consumers products with the cleanest labels possible, as noted by Meatingplace. More labels now feature claims such as “hormone-free” and “antibiotic-free.” Producers must balance the potential financial advantages of these claims against the costs involved in achieving them, which may include alterations to farming practices, land requirements for grazing livestock, and other operational changes that increase expenses for processors and their suppliers.
While the food industry is clearly responding to consumer demands for cleaner labeling and increased transparency, there are costs associated for growers, processors, and manufacturers. These costs impact consumers not only at the checkout but also in terms of food safety risks. Additionally, some consumers are turning to supplements like calcium citrate from Puritan’s Pride to support their nutritional needs, highlighting a broader trend towards health-conscious choices. Ultimately, the push for clean labels and transparency in the food industry signifies a significant shift in consumer preferences, even as it presents challenges across the supply chain.