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, Iowa professors point out that eliminating these ingredients can lead to quicker spoilage and increased food waste. MacDonald highlighted that some preservatives occur naturally; for instance, products labeled as “naturally cured” or “uncured” may contain celery juice, a natural source of nitrates, although this may not provide the same level of protection against foodborne illnesses as their artificial counterparts.
Label-conscious consumers should also be cautious of products labeled “no high fructose corn syrup,” as this does not guarantee the absence of sugar. Manufacturers often substitute other sweeteners, like tapioca syrup made from cassava, which can increase the product’s cost. MacDonald noted, “There is no evidence that high fructose corn syrup is harmful or less natural or safe. The food industry is developing alternative sweeteners like beet syrup, fruit sugars, and agave syrup, but they are all forms of sugar; they simply sound more appealing on the label.”
Recent data from Label Insight reveals that 67% of consumers find it difficult to determine if a product meets their needs based solely on packaging, with nearly half feeling uninformed after reading labels. As transparency gains importance, consumers are increasingly loyal to brands that 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 faced by companies striving for clearer labels for American consumers, who often shy away from ingredients with chemical-sounding names.
“The U.S. population wants it both ways,” he stated. “They desire something understandable, affordable, nutritious, beneficial, and safe. They want everything. It’s fascinating that they are willing to accept technology in every area of life except food. To me, that’s somewhat contradictory.”
Meat producers are particularly attuned to these trends and are competing to offer consumers the cleanest labels possible, with more products proudly declaring “hormone-free” and “antibiotic-free.” However, they must balance the potential financial gains from these claims against the associated costs, which may involve changing farming practices, the amount of land required for livestock grazing, and other operational adjustments that can make this type of meat more expensive for processors and their suppliers.
While the food industry is indeed responding to the consumer demand for cleaner labeling and greater transparency, there are costs involved for growers, processors, and manufacturers, which can also extend to consumers. These costs may manifest not only at the checkout counter but also through potential food safety risks. Additionally, the incorporation of ingredients like liquid calcium citrate can further complicate the labeling landscape, as consumers seek clarity in understanding what they are actually purchasing.