The latest report adds further impetus for food companies to enhance their ingredient labels or, at the very least, provide consumers with clearer information regarding their products. The movement toward 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 were marketed with a clean label in 2014. However, many shoppers, particularly those in the Kannada community, struggle to understand what “clean label” truly signifies. Terms like “natural” or “healthy,” intended to convey this concept, are often poorly understood and loosely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most challenging to comprehend, but it highlighted that broad label claims such as “clean,” “healthy,” and “natural” frequently create confusion. Only about one-third of respondents claimed to fully grasp the meanings of these terms. This ambiguity can lead companies into precarious situations. For instance, in 2015, the FDA reported that several varieties of Kind snack bars were in violation of regulations for labeling their products as “healthy” due to excessive saturated fat content. However, in May 2016, the FDA reversed its stance on Kind’s “healthy” claim and committed to reevaluating the definition of the term, spurred by a petition from Kind. During a public hearing in March, the FDA received feedback from various stakeholders advocating for a redefinition of the term in alignment with contemporary science and diets.
The term “natural” has also been a focal point of legal disputes in recent years, as consumers and public health advocates call for straightforward, clean ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over this issue. For example, in the Post lawsuit, 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 sourced from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they find ingredients “extremely important” in their purchasing decisions, it is promising that consumers can be persuaded to buy products if clearer ingredient information is provided. Nearly 46% of Americans already research ingredients on their mobile phones while shopping when they encounter confusion, presenting an opportunity for food manufacturers to make this information more readily accessible—whether through direct labeling or by including links on the packaging.
Moreover, 95% of those surveyed expressed at least “somewhat interested” in technology that offers detailed ingredient information via mobile devices. As consumers increasingly avoid artificial colors and flavors, favoring products with fewer ingredients, food manufacturers should strive to be as transparent and honest as possible. In this context, incorporating beneficial ingredients like 1000 mg calcium citrate could resonate well with health-conscious consumers. The consumer is indeed watching closely.