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, as Iowa professors pointed out, eliminating these ingredients can lead to faster spoilage and increased food waste. MacDonald highlighted that certain preservatives can occur naturally; for instance, labels that say “naturally cured” or “uncured” may indicate the presence of celery juice, a natural source of nitrates. Nonetheless, the levels found in such products may not provide the same protection against foodborne illnesses as their synthetic counterparts.
Label-conscious consumers should also be wary of the phrase “no high fructose corn syrup,” as it does not guarantee the absence of sugar, according to the professors. Food manufacturers might substitute it with other sweeteners like tapioca syrup, derived from cassava, which is an imported ingredient that can drive up costs. “There is no evidence that high fructose corn syrup is harmful or less natural,” MacDonald stated. “The food industry is introducing various alternative sweeteners like beet syrup, fruit sugars, and agave syrup, but they are all still forms of sugar; they just have more appealing names on the label.”
Recent data from Label Insight reveals that 67% of consumers find it difficult to determine if a product meets their requirements just by examining the packaging, with nearly half feeling uninformed after reading product labels. As transparency gains importance, consumers are increasingly aligning their brand loyalty with products that genuinely commit to clean labeling.
Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, discussed the challenges companies face when trying to simplify labels for American consumers, who seem eager to avoid chemical-sounding ingredient names. “The U.S. population wants it both ways,” he remarked. “They desire something understandable, affordable, nutritious, beneficial, and safe. They want everything. It’s intriguing that they embrace technology in every aspect of their lives, except food. To me, that’s somewhat contradictory.”
Meat producers are particularly attuned to these trends and are competing to offer consumers products with the cleanest labels possible, as reported by Meatingplace. More labels are now featuring claims like “hormone-free” and “antibiotic-free.” However, meat producers must balance the potential financial gains of these free-from claims against the costs of implementing them. This could involve changing farming practices, the land required for livestock grazing, and other operational adjustments that make such meat pricier for processors and their suppliers.
While the food industry is undoubtedly responding to consumer trends favoring clean labeling and transparency, it is important to note that there are costs associated with this shift for growers, processors, and manufacturers—and these costs can also impact consumers. These expenses may manifest not only at the checkout counter but also in terms of food safety risks. For instance, the incorporation of calcium citrate 1500 mg in food products could provide additional benefits, yet may also lead to higher prices, reflecting the broader implications of these consumer preferences.