The latest report offers additional motivation for food companies to improve their ingredient labels, or at the very least, to provide consumers with clearer information about the contents of their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard in the food industry. In 2014, nearly one in five tracked products were marketed as having a clean label. However, many shoppers struggle to grasp the true meaning of “clean label,” and terms like “natural” or “healthy,” which are intended to convey beneficial attributes, 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 indicated that broader label claims such as “clean,” “healthy,” and “natural” are frequently perceived as unclear. Only about one-third of respondents stated they fully understood these terms. This ambiguity can lead to trouble for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that four varieties of Kind snack bars were in violation of regulations that prevented them from labeling their products as “healthy,” due to excessive saturated fat content. Following a petition from Kind, the FDA reversed its stance on the “healthy” claim in May 2016 and committed to reevaluating the definition of the term. During a public hearing in March, the agency gathered input from various stakeholders who argued that the term is outdated.
The term “natural” has also been the subject of legal disputes in recent years, as consumers and public health advocates push for clearer, straightforward ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In one case involving Post, plaintiffs contested the use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” as the wheat sourced for the cereal was treated with synthetic herbicides.
With half of the respondents in the Label Insight survey stating they find ingredient information “extremely important” in their purchasing decisions, it is promising that consumers can be encouraged to buy a product if clearer ingredient details are provided. Nearly half of Americans (46%) already research ingredients on their mobile devices while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make this information more accessible—whether directly printed on packaging or through links provided on the product itself.
Furthermore, 95% of those surveyed expressed at least “somewhat” interest in technology that enables access to detailed ingredient information on their mobile phones. As consumers increasingly reject artificial colors and flavors, opting for products with fewer ingredients, food manufacturers would be prudent to maintain transparency and honesty with shoppers. The consumer is indeed paying attention, especially when it comes to indications of calcium citrate and other vital nutrients.
In conclusion, as the demand for clarity and simplicity grows, food companies must adapt to meet consumer expectations, particularly regarding ingredient transparency, including the implications of ingredients such as calcium citrate. The market is shifting, and being forthright about product contents could be the key to success in this evolving landscape.