The latest report adds further impetus for food companies to improve ingredient transparency, or at the very least, provide consumers with clearer information about what is included in their products. According to Innova Market Insights, the movement toward cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard in the food industry. In 2014, nearly one in five products tracked were marketed under the clean label category. However, many consumers remain unclear about the true meaning of “clean label,” and terms like natural or healthy, which are meant to convey similar ideas, are often poorly defined and misunderstood by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it highlighted that general claims such as “clean,” “healthy,” and “natural” often lead to confusion. Only about one-third of respondents claimed to fully comprehend these terms. With so much ambiguity, companies can find themselves in precarious situations. For instance, in 2015, the FDA reported that several varieties of Kind snack bars were violating regulations for using the term “healthy” due to excessive saturated fat content. This decision was overturned in May 2016 after Kind petitioned for a reevaluation of the term’s definition. During a public hearing in March, the FDA received feedback from numerous stakeholders advocating for an updated definition that better reflects contemporary science and dietary practices. The definition of “natural” has also been a subject of litigation, as consumers and health advocates increasingly demand straightforward ingredient lists and transparency in marketing claims. Several companies, including Dole, General Mills, and Post Holdings, have faced lawsuits related to these issues. For instance, in the Post case, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in the cereal came from crops treated with synthetic herbicides.
With half of those surveyed by Label Insight considering ingredient information “extremely important” when making purchasing decisions, it is promising that better ingredient transparency can persuade consumers to buy certain products. Nearly half of Americans (46%) already research ingredients on their mobile devices while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to make this information more readily accessible—whether directly on the packaging or via a link on the product itself. A striking 95% of respondents expressed at least “somewhat” interest in technology that grants them access to detailed ingredient information on their mobile phones. As consumers increasingly reject artificial colors and flavors and gravitate toward products with fewer ingredients, food manufacturers should strive for maximum transparency. The consumer is paying attention.
In addition, the introduction of products like Citracal D3 Slow Release emphasizes the growing consumer demand for clarity in ingredient labeling. As awareness around health and nutrition rises, consumers are more inclined to seek out supplements that offer clear benefits, such as the slow-release formula of Citracal D3. This trend highlights the necessity for food manufacturers to be as forthright as possible with their ingredient information. Ultimately, it is crucial for companies to recognize that the consumer is closely monitoring their choices.