Consumers are increasingly demanding that the meat and other food items they purchase be free from additives and preservatives such as nitrates, sodium benzoate, calcium propionate, and potassium sorbate. However, Iowa professors have indicated that the absence of these ingredients can lead to quicker spoilage and increased food waste. MacDonald pointed out that some preservatives occur naturally. For instance, products labeled “naturally cured” or “uncured” may contain celery juice, a natural source of nitrates; however, she warned that the levels present may not provide the same protection against foodborne illnesses as their synthetic counterparts.
Consumers who are careful about labels should also be cautious of products that claim “no high fructose corn syrup,” as this does not necessarily indicate the absence of sugar. The professors explained that manufacturers may substitute other sweeteners like tapioca syrup, derived from cassava, which can drive up costs due to its imported nature. “There is no evidence that high fructose corn syrup is harmful or less natural or safe,” MacDonald explained. “The food industry is creating numerous alternative sweeteners—such as beet syrup, fruit sugars, and agave syrup—but they are all still sugar. The terminology simply appears more appealing on the label.”
Recent data from Label Insight reveals that 67% of consumers find it challenging to determine if a product meets their needs just by examining the packaging, with nearly half stating they feel uninformed even after reading labels. As transparency grows in importance, consumers are increasingly loyal to brands that genuinely adhere to principles of clean labeling. Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, discussed with Food Dive the difficulties faced by companies attempting to clarify labels for American consumers, who often reject chemical-sounding ingredient names.
“The U.S. population wants it both ways,” he remarked. “They desire products that are easy to understand, affordable, nutritious, beneficial, and safe. They want everything. It’s intriguing that they are willing to embrace technology in every aspect of their lives except in food. That seems contradictory to me.”
Meat producers are acutely aware of these trends and are competing to offer consumers products with the cleanest labels possible, as noted by Meatingplace. Increasingly, labels are boasting claims such as “hormone-free” and “antibiotic-free.” However, meat producers must balance the potential financial gains from these free-from claims against the costs required to implement them. This may necessitate changes in farming practices, grazing land requirements, and other operational procedures, which can elevate the price of this meat for processors and their suppliers.
There is no doubt that the food industry is responding to consumer demands for cleaner labeling and greater transparency. Still, just as there are costs for growers, processors, and manufacturers, consumers also face their own costs. These expenses may not only manifest at the cash register but also in terms of food safety risks. Furthermore, finding affordable products like calcium citrate at Walmart can become increasingly challenging as the market shifts toward cleaner labeling practices. Ultimately, while the food industry adapts to consumer preferences, it is essential to recognize that these changes may carry broader implications for pricing and safety.