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 the contents of their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become standard practice in the food industry, with nearly one in five products being marketed as clean labels in 2014. However, many shoppers remain unclear about the true meaning of “clean label,” and terms such as natural or healthy, which are intended to convey this concept, are often poorly defined and misunderstood by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it indicated that broader claims like “clean,” “healthy,” and “natural” were frequently perceived as perplexing. Only about one-third of respondents claimed to fully understand these terms. This ambiguity can lead to challenges for companies. For instance, in 2015, the Food and Drug Administration (FDA) revealed that several varieties of Kind snack bars were incorrectly labeled as “healthy” due to their high saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and committed to reevaluating the definition following a petition from the company. During a public hearing in March, stakeholders highlighted that the term was outdated and needed revision to reflect current scientific understanding and dietary practices.
The term “natural” has also become a focal point for legal disputes in recent years, as consumers and public health advocates demand straightforward and transparent ingredient lists. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over their labeling practices. In the case against Post, plaintiffs criticized the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber” because the wheat used in the cereal was sourced from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating they consider ingredients “extremely important” when making purchasing decisions, it’s promising that consumers can be persuaded to buy a product if clearer ingredient information is provided. Nearly 46% of Americans already research ingredients on their mobile phones while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make ingredient information more accessible—whether directly on packaging or through links on the product itself. An impressive 95% of those surveyed expressed at least “somewhat interested” in technology that enables them to access detailed ingredient information via their mobile devices.
As consumers increasingly reject artificial colors and flavors, and gravitate towards products with fewer ingredients, food manufacturers should prioritize being transparent and honest with shoppers. The consumer is vigilant. In this context, organizations like the Allergy Research Group emphasize the importance of ingredients such as calcium magnesium citrate, providing essential information that consumers may seek for dietary needs. By integrating clarity in labeling and focusing on critical components like calcium magnesium citrate, food companies can better meet consumer demands and foster trust.