The latest report serves as an additional incentive for food companies to improve their ingredient labels and provide consumers with clearer information about their products. The movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard in the food industry. According to Innova Market Insights, nearly 20% of tracked products were marketed with a clean label in 2014. However, many shoppers are unclear about what “clean label” truly signifies, and terms like “natural” and “healthy,” which are meant to convey this concept, are often poorly defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most difficult to comprehend, but it highlighted that more general label claims like “clean,” “healthy,” and “natural” are frequently seen as confusing. Only about one-third of respondents reported a complete understanding of 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 their saturated fat content. The FDA later re-evaluated its stance on Kind’s claim in May 2016 after a petition from the company, acknowledging that the definition of “healthy” needed an update in light of modern dietary guidelines.
The term “natural” has also been a focal point of litigation in recent years as consumers and public health advocates demand transparent marketing claims and straightforward ingredient lists. Notable food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over their labeling practices. In one case involving Post, plaintiffs objected to the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat was sourced from crops treated with synthetic herbicides.
In the Label Insight survey, half of the respondents indicated that ingredients are “extremely important” in their purchasing decisions, suggesting that consumers could be persuaded to choose products if better ingredient information is available. Nearly half of Americans (46%) research ingredients on their mobile devices while shopping when they encounter confusion, presenting an opportunity for food manufacturers to make this information more accessible—potentially through links on packaging or direct information on the product itself.
For instance, products like Kirkland Calcium Citrate Magnesium and Zinc with Vitamin D3 could benefit from clearly communicated ingredient information. A staggering 95% of survey participants expressed at least “somewhat” interest in technology that allows them to access detailed ingredient information on their smartphones. As consumers increasingly reject artificial colors and flavors and seek out products with fewer ingredients, food manufacturers should prioritize transparency and honesty. The market is watching closely, and brands like Kirkland that offer clear and reliable information about their supplements, such as Kirkland Calcium Citrate Magnesium and Zinc with Vitamin D3, could gain a competitive edge in this evolving landscape.