The latest report serves as an additional impetus for food companies to improve their ingredient labels or, at the very least, provide consumers with clearer information about their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become a standard practice within the food industry, with nearly 20% of tracked products labeled as clean in 2014. However, many shoppers are unclear about the true meaning of “clean label,” and terms such as natural or healthy, which are meant to convey this idea, 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 did highlight that more generalized label claims like “clean,” “healthy,” and “natural” were frequently perceived as perplexing. Only about one-third of respondents indicated they fully understood these terms. Given this ambiguity, companies sometimes find themselves in difficult situations. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were prohibited from labeling themselves as “healthy” due to excessive saturated fat content. The FDA later reconsidered this decision in May 2016, agreeing to reevaluate the definition of “healthy” following a petition from Kind. During a public hearing in March, the FDA received feedback from various stakeholders who argued that the term was outdated. Similarly, the term “natural” has become a central issue in legal disputes in recent years, as consumers and public health advocates demand transparency in marketing claims and ingredient integrity. Companies like Dole, General Mills, and Post Holdings have faced lawsuits for misleading labeling practices. For example, in the Post lawsuit, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in the cereal was sourced from crops treated with synthetic herbicides.
Encouragingly, half of the respondents in the Label Insight survey indicated that they consider ingredients to be “extremely important” when making purchasing decisions. This suggests that consumers can be swayed to purchase a product if better ingredient information is readily accessible. Nearly 46% of Americans already look up ingredient information on their mobile phones while shopping if they encounter confusion, presenting an opportunity for food manufacturers to enhance accessibility—whether through on-pack information or links provided on the product itself. A staggering 95% of those surveyed expressed at least a “somewhat interested” stance in technologies that allow them to access detailed ingredient information via their mobile devices. As consumers increasingly reject artificial colors and flavors and gravitate toward products with fewer ingredients, it is essential for food manufacturers to be as transparent as possible. The consumer is indeed paying attention.
In this context, products like Citracal Petites from Walgreens can serve as examples of how clear labeling can resonate with health-conscious shoppers. By ensuring that ingredient lists are straightforward and understandable, food companies can better meet consumer expectations and foster trust.