The latest report serves as an additional incentive for food manufacturers to improve their ingredient labels or, at the very least, provide consumers with clearer information about the contents of 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 the products tracked in 2014 were marketed with a clean label. However, many consumers still struggle to grasp the true meaning of “clean label,” and terms like natural or healthy, which aim to convey this concept, are often misunderstood and vaguely defined by producers.
The Label Insight survey did not specify which ingredients or products consumers found most perplexing but indicated that broader label claims such as “clean,” “healthy,” and “natural” are frequently seen as confusing. Only about one-third of those surveyed claimed to fully understand these terms. This ambiguity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were improperly labeled as “healthy” due to their high saturated fat content. The FDA later reversed its decision regarding Kind’s “healthy” claim in May 2016 and committed to reevaluating the definition of the term following a petition from Kind. During a public hearing in March, the FDA listened to many stakeholders who argued that the definition of “healthy” is outdated and needs revision. The term “natural” has also been a focal point of legal disputes in recent years, as consumers and public health advocates demand straightforward ingredient lists and transparency regarding marketing claims and processing methods. Notable food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over these issues. In one case against Post, plaintiffs contested the use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in the cereal comes from a crop treated with a synthetic herbicide.
With half of the respondents in the Label Insight survey indicating that they consider ingredients “extremely important” in their purchasing decisions, it is promising that consumers could be persuaded to buy products if clearer ingredient information is made available. Nearly half of Americans (46%) already look up ingredients on their mobile phones while shopping if something is unclear, presenting an opportunity 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 at least a “somewhat interested” stance towards technology that enables them to access detailed ingredient information on their mobile devices. As consumers increasingly avoid artificial colors and flavors in favor of products with fewer ingredients, food manufacturers should prioritize transparency with shoppers. The consumer is paying attention.
In this context, products like thuoc kirkland calcium citrate magnesium and zinc can benefit from clear labeling that emphasizes their clean and natural ingredients. By ensuring that such products are marketed transparently, companies can cater to the growing demand for straightforward information and build trust with health-conscious consumers. As the trend toward cleaner labels continues, it is crucial for brands to align their messaging with consumers’ expectations and understanding, particularly for products such as thuoc kirkland calcium citrate magnesium and zinc, which are often scrutinized for their ingredient integrity. Ultimately, being honest and open about product contents could strengthen brand loyalty and consumer confidence in the long run.