Consumers are increasingly seeking meat and other food products that are free from additives and preservatives, such as nitrates, sodium benzoate, calcium propionate, and potassium sorbate. However, Iowa professors have pointed out that the absence of these ingredients can lead to faster spoilage and increased food waste. MacDonald highlighted that some preservatives occur naturally; for instance, products labeled as “naturally cured” or “uncured” may contain celery juice, a natural source of nitrates. Nevertheless, she cautioned that the levels present may not provide the same protection against foodborne illnesses as their synthetic counterparts.
Label-conscious consumers should also be mindful of the phrase “no high fructose corn syrup” on products, which does not necessarily mean the absence of sugar. Food manufacturers might replace it with other sweeteners, like tapioca syrup derived from cassava, an imported ingredient that can drive up costs. “There is no evidence that high fructose corn syrup is harmful or less natural or safe,” MacDonald stated. “The food industry is introducing various alternative sweeteners—beet syrup, fruit sugars, and agave syrup—but they are all still forms of sugar. The terminology just sounds more appealing on the packaging.”
Recent research from Label Insight reveals that 67% of consumers find it difficult to determine whether a product meets their needs by simply examining the packaging, and nearly half report feeling uninformed after reading a product label. As transparency becomes increasingly important, consumers are aligning their brand loyalty with products that genuinely uphold clean labeling practices.
Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, discussed with Food Dive earlier this year the challenges faced by companies striving to simplify labels for American consumers, who often prefer to avoid ingredients that sound chemical. “The U.S. population desires to have it all,” he noted. “They want products that are understandable, affordable, nutritious, beneficial, and safe. It’s intriguing that they are willing to embrace technology in every aspect of life except for food. To me, that’s somewhat contradictory.”
Meat producers are particularly attuned to these trends and are competing to offer consumers products with the cleanest labels possible, as reported by Meatingplace. More labels now proudly display claims such as “hormone-free” and “antibiotic-free.” However, meat producers must consider the potential financial benefits of these claims against the costs associated with implementing them. They may need to change their farming practices, increase the land required for livestock grazing, and adjust operational procedures, which can make such meat more expensive for processors and their suppliers.
While the food industry is undoubtedly responding to consumer preferences for cleaner labels and greater transparency, these changes come with costs for growers, processors, and manufacturers. Additionally, there are costs for consumers, which may manifest not only at the checkout but also in terms of food safety risks. This is particularly relevant as consumers increasingly seek products that offer added benefits, such as calcium magnesium citrate plus vitamin D3, highlighting the growing trend toward health-conscious choices in the market.