The latest report adds further motivation for food companies to enhance the clarity of their ingredient labels, or at the very least, provide consumers with better information about what their products contain. According to Innova Market Insights, the movement toward cleaner labels—characterized by shorter, simpler ingredient lists—has become widespread in the food industry, with nearly one in five tracked products categorized as having a clean label in 2014. However, many shoppers struggle to grasp the true meaning of “clean label,” and terms like natural or healthy, which aim to convey this concept, are often poorly understood and loosely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it indicated that broader label claims such as “clean,” “healthy,” and “natural” are frequently viewed as perplexing. Only about a third of respondents claimed to fully understand these terms. This uncertainty can lead companies into precarious situations. For instance, in 2015, the Food and Drug Administration reported that at least four varieties of Kind snack bars were violating regulations that allowed them to label their products as “healthy” due to high saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 after a petition from the company, promising to reevaluate the definition of the term. During a public hearing in March, the FDA listened to various stakeholders who argued that the term was outdated. Similarly, the word “natural” has become a significant focus of litigation as consumers and public health advocates push for straightforward, clean ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits regarding their labeling practices. In one case involving Post, plaintiffs criticized the company’s claims of “100% Natural Whole Grain Wheat” and a “Natural Source of Fiber,” pointing out that the wheat used in the cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they find ingredients “extremely important” when making purchasing decisions, it is encouraging that better ingredient information could influence consumer choices. Nearly half of Americans (46%) already look up ingredient details on their mobile devices while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make this information more accessible—whether through on-package details or links provided on the products themselves. An impressive 95% of those surveyed expressed at least “somewhat interest” in technology that enables them to access detailed ingredient information via their mobile phones. As consumers increasingly reject artificial colors and flavors and gravitate toward products with fewer ingredients, food manufacturers should strive to be as transparent and honest as possible. The consumer is paying attention.
In this context, ingredients like calcium citrate jam have gained attention as consumers seek out clearer, healthier options. The demand for transparency in labeling means that food manufacturers should consider how they communicate the inclusion of ingredients like calcium citrate jam, which can be perceived as a healthier alternative. By effectively integrating such ingredients into their offerings while maintaining clarity in their labels, companies can better align with consumer expectations and foster trust.