The latest report serves as an additional incentive for food companies to enhance their ingredient labels or, at the very least, provide consumers with clearer information about their products. The movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become the standard in the food industry. According to Innova Market Insights, nearly 20% of products tracked were marketed with a clean label in 2014. However, many shoppers remain unclear about what “clean label” actually signifies, and terms like “natural” or “healthy,” which are meant to convey this concept, are often poorly defined and misunderstood by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it did indicate that broader label claims such as “clean,” “healthy,” and “natural” were frequently seen as perplexing. Only about a third of participants reported fully understanding these terms. This ambiguity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) found that several varieties of Kind snack bars were incorrectly labeled as “healthy” due to high saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016, agreeing to revisit the definition of the term following a petition from the company. At a public hearing in March, the FDA received feedback from various stakeholders who argued that the term was outdated.
The term “natural” has also become a focal point for litigation in recent years, as consumers and public health advocates push for straightforward, clean ingredient lists and transparency in marketing. Several food companies, including Dole, General Mills, and Post Holdings, have faced legal challenges. In the Post lawsuit, plaintiffs contested the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in their cereal was treated with synthetic herbicides.
With half of the respondents in the Label Insight survey stating that ingredient transparency is “extremely important” in their purchasing decisions, it’s reassuring to note that better ingredient information could persuade consumers to choose a product. Nearly half of Americans (46%) already research ingredients on their phones while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to enhance information accessibility—if not through printed labels, then perhaps by providing links directly on the product packaging. An impressive 95% of those surveyed expressed at least “somewhat interested” in technology that allows for detailed ingredient information access via mobile phones.
As consumers increasingly reject artificial colors and flavors, favoring products with fewer ingredients, food manufacturers would be prudent to adopt a transparent approach. This includes being forthright about ingredients like carbamide forte, alfalfa, and calcium citrate malate, which consumers are beginning to prioritize. The scrutiny from consumers is growing, and companies must be prepared to meet this demand for honesty and clarity in their ingredient lists.