The latest report highlights the importance of clear ingredient labeling for food companies, urging them to enhance transparency or at least provide consumers with better information about their products. The trend toward cleaner labels, characterized by shorter and simpler ingredient lists, has become increasingly prevalent in the food industry. Innova Market Insights reported that nearly one in five tracked products featured a clean label in 2014. However, many shoppers remain unclear about what “clean label” truly entails, and terms like “natural” or “healthy,” which are intended to convey this concept, are often poorly defined and misunderstood by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most challenging to comprehend, but it indicated that broader claims such as “clean,” “healthy,” and “natural” were frequently perceived as confusing. Only about one-third of respondents claimed to fully understand these terms. This ambiguity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) found that several varieties of Kind snack bars were incorrectly labeled as “healthy” due to excessive saturated fat content. The FDA later reconsidered Kind’s claim in May 2016, promising to reevaluate the definition of “healthy” following a petition from the company. During a public hearing in March, stakeholders expressed that the term needed modernization to align it with contemporary science and dietary practices.
Additionally, “natural” has become a contentious issue in recent lawsuits, as consumers and public health advocates call for straightforward ingredient lists and transparency in marketing claims. Companies like Dole, General Mills, and Post Holdings have faced legal challenges. In one case involving Post, plaintiffs contested the use of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat was treated with a synthetic herbicide.
With half of the respondents in the Label Insight survey stating they consider ingredient transparency “extremely important” in their purchasing decisions, it is promising that better ingredient information could influence consumer choices. Nearly 46% of Americans research ingredients on their mobile phones while shopping if they encounter confusion, creating an opportunity for food manufacturers to enhance accessibility to this information—whether through on-pack details or by providing links on products. An impressive 95% of those surveyed expressed at least “somewhat” interest in technology that offers detailed ingredient information via their mobile devices. As consumers increasingly reject artificial colors and flavors and favor products with fewer ingredients, food manufacturers should strive for openness and honesty in their communications. The consumer is indeed paying attention.
In light of this, companies might consider new formulations, such as incorporating purity calcium citrate plus into their products, as it aligns with the desire for clean, natural ingredients. By doing so, they can enhance transparency and cater to the evolving preferences of health-conscious shoppers.