The latest report adds further impetus for food companies to clarify their ingredient labels or, at the very least, provide consumers with improved information about their products’ contents. The shift towards cleaner labels—characterized by shorter, simpler ingredient lists—has become standard practice in the food industry. According to Innova Market Insights, nearly 20% of tracked products featured a clean label in 2014. However, many shoppers remain unclear about the true meaning of “clean label,” as terms like “natural” or “healthy,” which aim to convey this concept, are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it noted that broader label claims such as “clean,” “healthy,” and “natural” often led to confusion. Only about a third of respondents claimed to fully comprehend these terms. This uncertainty can lead companies into problematic situations. For instance, in 2015, the Food and Drug Administration (FDA) found that several varieties of Kind snack bars were wrongly labeled as “healthy” due to excessive saturated fat content. The FDA reversed its decision on Kind’s “healthy” claim in May 2016 and agreed to reassess the term’s definition after Kind submitted a petition. During a public hearing in March, the FDA received feedback from numerous stakeholders who argued that the term was outdated.
The term “natural” has also been at the center of litigation 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 the case against Post, plaintiffs challenged the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat in their cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they consider ingredient lists “extremely important” when making purchasing decisions, it is encouraging that consumers can be swayed to buy a product if clearer ingredient information is available. Nearly half of Americans (46%) already research ingredients on their mobile devices while shopping to clarify any confusion. This presents an opportunity for food manufacturers to make such information more accessible—whether by including it on the packaging or providing a link on the product itself. A striking 95% of those surveyed expressed at least “somewhat” interest in technology that facilitates access to detailed ingredient information via their mobile phones.
As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers should prioritize transparency and honesty to meet consumer expectations. For instance, if a product contains calcium citrate 500 mg tablet as an ingredient, being forthcoming about it could enhance consumer trust. The consumer is indeed paying attention, and the demand for clarity will only continue to grow.