The latest report adds further impetus for food companies to improve their ingredient labels or, at the very least, provide consumers with clearer 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. In 2014, nearly 20% of the tracked products were marketed as having clean labels. However, many shoppers lack a true understanding of what “clean label” entails, and terms like “natural” or “healthy,” which aim 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 perplexing, but it noted that broader label claims such as “clean,” “healthy,” and “natural” were frequently viewed as confusing. Only about one-third of respondents claimed to fully grasp the meanings of these terms. This ambiguity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) announced that several varieties of Kind snack bars were violating regulations regarding the use of the term “healthy” on their labels due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and indicated a reevaluation of the term’s definition after receiving a petition from the company. During a public hearing in March, the FDA received input from numerous stakeholders who argued that the term was outdated.
The term “natural” has also become a central issue in litigation in recent years, as consumers and public health advocates demand straightforward ingredient lists and transparency regarding marketing claims, ingredients, and processing methods. Several food companies, including Dole, General Mills, and Post Holdings, have faced legal challenges. For example, in the Post lawsuit, plaintiffs criticized the company’s use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” as the wheat in their cereal was sourced from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they consider ingredient lists “extremely important” in their purchasing decisions, it is promising that consumers are more likely to buy a product when better ingredient information is available. Almost half of Americans (46%) already look up ingredients on their mobile phones while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make that information more easily accessible—either printed on the packaging or through a link on the product itself. A significant 95% of those surveyed expressed at least “somewhat interest” in technology that would allow 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 strive to be as transparent and forthright as possible. For example, the inclusion of ingredients like calcium citrate and zinc sulfate should be clearly communicated, as consumers become more conscious of the nutritional aspects of what they consume. The consumer is indeed paying attention, and companies would benefit from being open about their ingredient choices, including the use of beneficial additives such as calcium citrate and zinc sulfate, to build trust and foster loyalty.