The latest report serves as an additional incentive for food companies to improve their ingredient labels or, at the very least, provide consumers with more transparent information about what’s in their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become standard practice in the food industry. In 2014, nearly one in five products tracked was marketed with a clean label. However, many shoppers remain unclear about the true meaning of “clean label,” and terms like natural or healthy, intended to convey similar ideas, are often misunderstood and vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products posed the greatest comprehension challenges for consumers, but it indicated that broader claims such as “clean,” “healthy,” and “natural” frequently lead to confusion. Only about one-third of respondents 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 in violation of guidelines regarding the use of the term “healthy” on their labels due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and promised to reconsider the definition of the term after a petition from the company. During a public hearing in March, stakeholders argued that the term was outdated, highlighting the need for reevaluation.
The term “natural” has also been the subject of numerous legal disputes in recent years, as consumers and public health advocates demand clarity and transparency in ingredient lists and marketing claims. Companies like Dole, General Mills, and Post Holdings have faced lawsuits over such issues. In one case against Post, plaintiffs challenged claims like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat used in the cereal came from crops treated with synthetic herbicides.
Interestingly, about half of the respondents in the Label Insight survey indicated that they consider ingredients “extremely important” when making purchasing decisions. This suggests that consumers can be persuaded to choose products if they have access to better ingredient information. In fact, nearly half of Americans (46%) already search for ingredient details on their mobile phones while shopping if they encounter confusion. This presents an opportunity for food manufacturers to make such information more readily available—perhaps through links on packaging or other direct means. A remarkable 95% of those surveyed expressed at least a “somewhat interested” stance towards technology that facilitates access to detailed ingredient information on their phones.
With consumers increasingly rejecting artificial colors and flavors and gravitating towards products with fewer ingredients, food manufacturers would benefit from being as transparent and honest as possible. As for dietary concerns, questions like “are calcium and calcium citrate the same” are becoming more prevalent, reflecting a consumer desire for clarity on nutritional information. The consumer is watching, and their demand for transparency could shape the future of food labeling.