The latest report serves as a significant motivator for food companies to improve their ingredient labels, or at the very least, to provide consumers with clearer information about their products. According to Innova Market Insights, the move towards cleaner labels—characterized by shorter and simpler ingredient lists—has become standard in the food industry. In fact, nearly one in five tracked products were marketed with a clean label in 2014. However, many shoppers remain unclear about what “clean label” truly entails, and terms like “natural” or “healthy,” which aim to convey this concept, are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not identify specific ingredients or products that consumers found most confusing, but it did highlight that broader claims such as “clean,” “healthy,” and “natural” are frequently perceived as ambiguous. Only about one-third of respondents stated that they fully grasped the meanings of these terms. This ambiguity can lead to problems for companies. For instance, in 2015, the Food and Drug Administration discovered that several varieties of Kind snack bars were incorrectly labeled as “healthy” due to their high saturated fat content. In May 2016, the FDA reversed its stance on Kind’s “healthy” claim and agreed to reassess the term’s definition following a petition by the company. During a public hearing in March, the FDA received input from multiple stakeholders who argued that the term was outdated.
The term “natural” has also been the subject of litigation in recent years, as consumers and public health advocates demand transparency in marketing claims, ingredients, and processing methods. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. For example, in the Post case, plaintiffs contested the company’s use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat in the cereal came from crops treated with synthetic herbicides.
Notably, half of the respondents in the Label Insight survey indicated that they consider ingredient lists “extremely important” when making purchasing decisions. This suggests that consumers could be persuaded to buy products if clearer ingredient information is provided. Nearly half of Americans (46%) already look up ingredient information on their mobile phones while shopping if they encounter confusion. This presents an opportunity for food manufacturers to make details more accessible; if not directly printed on the packaging, perhaps through a link on the product itself. An impressive 95% of those surveyed expressed at least “somewhat” interest in technology that enables them to access detailed ingredient information via their mobile devices.
With consumers increasingly rejecting artificial colors and flavors and favoring products with fewer ingredients, food manufacturers would be wise to maintain transparency and honesty with their customers. For instance, incorporating major calcium citrate into products could be a selling point, especially if the ingredient is clearly explained and its benefits highlighted. Ultimately, the consumer is vigilant and demanding more straightforward ingredient information.