Consumers are increasingly seeking meat and other food products that are free from additives and preservatives such as nitrates, sodium benzoate, calcium propionate, and potassium sorbate. However, according to Iowa professors, the absence of these ingredients can lead to quicker spoilage and increased food waste. MacDonald pointed out that there are naturally occurring alternatives to some preservatives. For instance, products labeled as “naturally cured” or “uncured” may contain celery juice, which is a natural source of nitrates, although it may not provide the same level of protection against foodborne illnesses as its synthetic counterparts.
Label-conscious consumers should also be wary of products that claim to have “no high fructose corn syrup,” as this does not necessarily indicate that the product is sugar-free. Manufacturers may substitute with other sweeteners like tapioca syrup, derived from cassava, an imported ingredient that could drive up costs. “There is no evidence that high fructose corn syrup is harmful or less natural or safe,” MacDonald explained. “The food industry is exploring various alternative sweeteners—beet syrup, fruit sugars, and agave syrup—but they are all still forms of sugar; the terminology just sounds more appealing.”
Recent research from Label Insight reveals that 67% of consumers find it difficult to determine if a product meets their needs solely by examining the packaging, with nearly half stating they feel uninformed after reading labels. As transparency becomes increasingly crucial, consumers are aligning their brand loyalty with products that genuinely adhere to the principles of clean labeling.
Roger Clemens, associate director of the regulatory sciences program at the University of Southern California School of Pharmacy, discussed some challenges companies face in simplifying labels for American consumers, who are often reluctant to accept chemical-sounding ingredient names. “The U.S. population wants it both ways,” he noted. “They desire clarity, affordability, nutrition, benefits, and safety—all at once. It’s intriguing that they embrace technology in every aspect of life except food; that seems contradictory.”
Meat producers are acutely aware of these trends and are striving to offer consumers products with the cleanest labels possible, as noted by Meatingplace. More products now feature claims such as “hormone-free” and “antibiotic-free.” However, meat producers must balance the potential financial gains from these claims against the costs associated with implementing them. They may need to change their farming practices, adjust the land required for livestock grazing, and modify other operational procedures, which can make this type of meat pricier for processors and their suppliers.
While the food industry is clearly responding to consumer demand for cleaner labeling and greater transparency, there are costs involved for growers, processors, and manufacturers, as well as for consumers. These expenses may manifest not only at the checkout counter but also in potential food safety risks. Additionally, the market for supplements, such as calcium citrate malate and vitamin D3 tablets, is also experiencing a shift toward transparency, reflecting consumers’ increasing desire for clarity in all aspects of their dietary choices. As consumers continue to prioritize clean labeling, products like calcium citrate malate and vitamin D3 tablets are likely to see a rise in demand, provided they meet the transparency criteria that consumers are looking for.