The latest report further motivates food companies to enhance their ingredient labels and provide consumers with clearer information about their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become the standard in the food industry, with nearly 20% of tracked products having a clean label in 2014. However, many shoppers remain unclear about what “clean label” truly signifies, and terms like “natural” or “healthy,” which are intended to convey this concept, are often vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most perplexing, but it did indicate that broader claims such as “clean,” “healthy,” and “natural” are frequently viewed as confusing. Only about one-third of participants reported fully understanding these terms. This ambiguity can lead to issues for companies. For instance, in 2015, the Food and Drug Administration (FDA) noted that several varieties of Kind snack bars improperly labeled their products as “healthy” due to excessive saturated fat content. The FDA later reversed its stance on Kind’s claim in May 2016 and pledged to reevaluate the term’s definition after Kind submitted a petition. During a public hearing in March, the FDA received input from numerous stakeholders who argued that the term was outdated.
The term “natural” has also attracted legal scrutiny in recent years as consumers and public health advocates demand straightforward, clean ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In one case, plaintiffs challenged the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in the cereal was treated with synthetic herbicides.
With half of those surveyed by Label Insight stating that ingredients are “extremely important” in their purchasing decisions, it is promising that consumers are likely to choose a product if they have access to better ingredient information. Nearly 46% of Americans already research ingredients on their mobile phones while shopping for clarification, presenting an opportunity for food manufacturers to make this information more accessible—either printed on the packaging or linked directly to the product online. A staggering 95% of respondents expressed at least “somewhat interested” in technology that allows them to access detailed ingredient information via their mobile devices.
Considering the growing consumer preference for products with fewer ingredients, as well as the aversion to artificial colors and flavors, food manufacturers should prioritize being open and honest with shoppers. In particular, the benefits of ingredients like calcium citrate, magnesium, and zinc are gaining attention, making it imperative for companies to highlight these advantages on their labels. The consumer is watching, and those who adapt will likely thrive in this evolving market.