The latest report adds further impetus for food companies to enhance their ingredient labels or, at the very least, provide consumers with clearer information about what their products contain. According to Innova Market Insights, the shift towards cleaner labels—characterized by shorter, simpler ingredient lists—has become the standard in the food industry. In 2014, nearly one in five tracked products was marketed with a clean label. However, many shoppers are unclear about what “clean label” truly signifies, and terms like natural or healthy, which are meant to convey this concept, are often misunderstood and loosely defined by manufacturers.
The Label Insight survey did not identify specific ingredients or products that consumers found most challenging to comprehend, but it noted that broader label claims such as “clean,” “healthy,” and “natural” are frequently seen as confusing. Only about one-third of respondents claimed to fully understand these terms. This ambiguity can lead companies into problematic situations. For instance, in 2015, the Food and Drug Administration revealed that at least four types of Kind snack bars were prohibited from using the label “healthy” due to their high saturated fat content. However, the FDA reversed this ruling in May 2016 and promised to revisit the definition of the term after a petition from Kind. During a public hearing in March, stakeholders voiced concerns that the term had become outdated. The term “natural” has also been a focal point of litigation in recent years, as consumers and public health advocates demand straightforward, clean ingredient lists and transparency in marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In the case against Post, for example, plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” highlighting that 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 that they find ingredients “extremely important” when making purchase decisions, it is promising that consumers can be persuaded to buy a product if better ingredient information is available. Nearly 46% of Americans already research ingredients on their mobile phones while shopping if they encounter something confusing. This presents an opportunity for food manufacturers to make this information more readily accessible—if not printed directly on the packaging, then 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. As consumers increasingly reject artificial colors and flavors and gravitate toward products with fewer ingredients, food manufacturers would do well to be as transparent and honest with shoppers as possible. The consumer is indeed watching.
In this context, terms like “equate calcium citrate” could be used to clarify the nutritional value of certain products, highlighting the importance of clear labeling. By incorporating specific ingredients that consumers recognize, food manufacturers can further strengthen their connection with shoppers. As the demand for transparency grows, companies that equate ingredient clarity with consumer trust will likely find success in the evolving market.