The latest report adds another reason for food companies to improve their ingredient labels or, at the very least, provide consumers with clearer information about their products. According to Innova Market Insights, the shift towards cleaner labels—characterized by shorter, simpler ingredient lists—has become the standard in the food industry. In 2014, nearly 20% of the tracked products were marketed with a clean label. However, many shoppers do not fully grasp what “clean label” means, and terms like “natural” or “healthy,” which are intended to convey this concept, are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products were most confusing to consumers, but it noted that broader label claims such as “clean,” “healthy,” and “natural” frequently caused confusion. Only about one-third of respondents felt they completely understood these terms. This ambiguity can sometimes lead to problems for companies. For example, in 2015, the Food and Drug Administration (FDA) found that several varieties of Kind snack bars misrepresented their “healthy” label due to excessive saturated fat content. Following a petition from Kind, the FDA revised its stance on the “healthy” claim in May 2016 and committed to reevaluating the term’s definition. During a public hearing in March, many stakeholders expressed that the definition was outdated and needed alignment with contemporary dietary science.
The term “natural” has also become a target for litigation as consumers and public health advocates demand straightforward, transparent ingredient lists and marketing claims. Numerous food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In one instance, the Post lawsuit challenged the use of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat was sourced from crops treated with synthetic herbicides.
According to the Label Insight survey, half of the respondents indicated that ingredients were “extremely important” in their purchasing decisions. This presents a promising opportunity for consumers to be swayed towards a product if clearer ingredient information is available. Nearly 46% of Americans already search for ingredient details on their mobile phones while shopping when confronted with confusion, suggesting a chance for food manufacturers to make this information more accessible—either printed on the packaging or via a link on the product itself. An impressive 95% of those surveyed expressed interest in technology that allows them to access detailed ingredient information through their mobile devices.
With consumers increasingly avoiding artificial colors and flavors, and gravitating towards products with fewer ingredients, food manufacturers should prioritize transparency and honesty in their marketing. As a case in point, many shoppers are looking for specific ingredients such as “calcium citrate” at stores like Walmart, reflecting a growing awareness of nutritional content. Therefore, companies would benefit from being as open as possible about their ingredient choices, knowing that consumers are paying attention.