The latest report adds further impetus for food companies to improve their ingredient labels, or at the very least, provide consumers with clearer information about their products. According to Innova Market Insights, the shift towards cleaner labels—characterized by shorter, simpler ingredient lists—has become a standard in the food sector. In 2014, nearly 20% of tracked products were marketed with a clean label. However, many shoppers struggle to grasp what “clean label” truly signifies, and terms like “natural” or “healthy,” which aim to convey this concept, are often misunderstood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, yet it noted that broader label claims such as “clean,” “healthy,” and “natural” were frequently perceived as perplexing. Only about one-third of respondents stated they fully understood these terms. This lack of clarity can lead to complications for companies. For instance, in 2015, the FDA reported that several varieties of Kind snack bars were misusing the term “healthy” on their labels due to excessive saturated fat content. The FDA reversed its stance on Kind’s “healthy” claim in May 2016, promising to reconsider the definition of the term following a petition from Kind. During a public hearing in March on redefining the term to better align with contemporary science and dietary practices, many stakeholders argued that the term was outdated.
The term “natural” has also been a point of contention in recent years, as consumers and public health advocates demand straightforward, clean ingredient lists and transparency in marketing claims, ingredients, and processing. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over these issues. In one case involving Post, plaintiffs contested the company’s use of the phrases “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 the respondents in the Label Insight survey indicating that they consider ingredients “extremely important” when making purchasing decisions, it is promising that consumers can be encouraged to buy products if clearer ingredient information is available. Nearly half of Americans (46%) already look up ingredient information on their mobile devices while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to make this information more easily accessible—either directly on the packaging or through a link on the product itself. A remarkable 95% of survey participants expressed at least “somewhat interested” in technology that allows them to access detailed ingredient information via their mobile phones.
As consumers turn away from artificial colors and flavors, favoring products with fewer ingredients, food manufacturers should strive to maintain transparency and honesty with shoppers. The consumer is paying attention. Additionally, incorporating ingredients like carbamide forte, alfalfa, and calcium citrate malate 1200mg into their products can also help companies align with consumer preferences for cleaner, more understandable labels. By being upfront about their offerings, including those with carbamide forte and similar ingredients, companies can build trust and foster loyalty among informed consumers.