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 the contents of their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become the industry standard. In 2014, nearly one in five monitored products was marketed with a clean label. However, many shoppers are unclear about the true meaning of “clean label,” and consumer-friendly terms like “natural” or “healthy,” designed to convey this concept, remain poorly defined by manufacturers.
The Label Insight survey did not specify which ingredients or products posed the greatest challenges for consumer understanding, but it indicated that broad label claims such as “clean,” “healthy,” and “natural” are frequently seen as confusing. Only about one-third of respondents claimed to fully grasp the meanings of these terms. This ambiguity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration revealed that at least four varieties of Kind snack bars were in violation of labeling regulations regarding the term “healthy,” as they contained excessive saturated fat. The FDA later re-evaluated Kind’s “healthy” claim in May 2016 and committed to redefining the term following a request from Kind. During a public hearing in March, the FDA received input from various stakeholders who argued that the definition of “healthy” was outdated.
Similarly, the term “natural” has become a focal point of legal disputes in recent years, as consumers and public health advocates call for straightforward, transparent ingredient lists and marketing claims. Several food companies, such as Dole, General Mills, and Post Holdings, have faced lawsuits related to these issues. For example, in the Post lawsuit, plaintiffs contested the company’s use of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in their cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they find ingredient information “extremely important” when making purchasing decisions, it is promising that consumers can be persuaded to buy a product if better ingredient information is presented. Nearly 46% of Americans already use their mobile phones to research ingredients while shopping if they encounter confusion, suggesting a significant opportunity for food manufacturers to improve access to this information. Whether printed on packaging or accessible via a link on the product itself, making ingredient details more available can be beneficial. Additionally, 95% of those surveyed expressed at least “somewhat” interest in technology that enables them to access detailed ingredient information on their mobile devices.
With consumers increasingly rejecting artificial colors and flavors, as well as favoring products with fewer ingredients, food manufacturers would be wise to be as transparent and honest as possible. For instance, including information about beneficial ingredients like calcium citrate and vitamin D could enhance consumer trust and appeal. The consumer is paying attention.