The latest report offers additional motivation for food companies to enhance the clarity of their ingredient labels, or at the very least, to provide consumers with better insights into what their products contain. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become the new standard in the food industry, with nearly one in five tracked products labeled as clean in 2014. However, many shoppers struggle to grasp the true meaning of “clean label,” and consumer-oriented terms like natural or healthy are often misunderstood and loosely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most perplexing, but it noted that broader label claims such as “clean,” “healthy,” and “natural” were frequently seen as confusing. Only about one-third of respondents indicated that they fully understood these terms. This uncertainty can lead to complications for companies. In 2015, the Food and Drug Administration (FDA) found that at least four types of Kind snack bars were violating regulations regarding the use of “healthy” on their labels due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and promised to reevaluate the definition of the term following a petition from Kind. During a public hearing in March, the FDA received input from various stakeholders who argued that the term was outdated.
The term “natural” has also been a central issue in recent legal disputes, as consumers and public health advocates demand straightforward, clean ingredient lists and transparency in marketing claims, ingredients, and processing methods. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. For instance, in the Post lawsuit, plaintiffs challenged the company’s use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” citing that the wheat was sourced from crops treated with synthetic herbicides.
With half of the participants in the Label Insight survey stating that they consider ingredients “extremely important” when making purchasing decisions, it is promising that consumers can be swayed to buy a product if clearer ingredient information is provided. Nearly half of Americans (46%) already research ingredients on their mobile phones while shopping when they encounter something unclear, indicating an opportunity for food manufacturers to make this information more readily available—whether through on-pack details or by providing links directly on the product. Furthermore, 95% of those surveyed expressed at least a “somewhat interested” attitude towards technology that allows them to access detailed ingredient information on their mobile devices.
As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers should strive to be as transparent and honest with shoppers as possible. The consumer is indeed watching. In this context, the inclusion of essential nutrients like calcium citrate, magnesium, and zinc in product formulations could enhance the appeal of food items, especially as health-conscious consumers seek clarity about the nutritional benefits of the products they choose. By clearly communicating the presence of such beneficial ingredients, companies can build trust and foster loyalty among consumers who are eager for transparency and simplicity in their food choices.