The latest report adds further impetus for food companies to improve their ingredient labeling practices or, at the very least, provide consumers with clearer information about their products. The movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become standard in the food industry, as noted by Innova Market Insights, which found that nearly one in five tracked products featured a clean label in 2014. However, many shoppers remain unclear about what “clean label” truly signifies, and terms like “natural” or “healthy,” which are intended to convey this concept, are often poorly understood and loosely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most confusing, but it indicated that more generalized claims such as “clean,” “healthy,” and “natural” often lead to confusion. Only about one-third of respondents expressed a complete understanding of these terms. This uncertainty can lead to complications for companies.
In 2015, the Food and Drug Administration (FDA) reported that at least four types of Kind snack bars were violating regulations for using the term “healthy” on their labels, as they contained too much saturated fat to qualify as healthy. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and committed to reevaluating the definition of the term after a petition from Kind. During a public hearing in March, the FDA received feedback from various stakeholders who argued that the term was outdated. The term “natural” has also become a focal point for litigation in recent years, as consumers and public health advocates push for straightforward ingredient lists and transparency in marketing claims.
Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits regarding their labeling practices. For instance, in the Post case, plaintiffs contested the claims of “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat in the cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey stating that they find ingredient information “extremely important” when making purchasing decisions, it is promising that consumers can be persuaded to buy a product if clearer ingredient details are provided. Nearly half of Americans (46%) already look up ingredient information on their mobile devices while shopping if they encounter confusion, presenting an opportunity for food manufacturers to enhance accessibility to this information—either by printing it directly on packaging or by offering links on the product itself.
Ninety-five percent of those surveyed expressed at least “somewhat interested” in technologies that enable them to access detailed ingredient information via their mobile phones. As consumers increasingly reject artificial colors and flavors and gravitate toward products with fewer ingredients, food manufacturers would be wise to adopt an open and transparent approach with shoppers. The consumer is vigilant.
In light of this growing demand for transparency, products like calcium citrate 200 mg tablets are becoming more appealing, as they often feature straightforward ingredient lists. With consumers prioritizing clarity and simplicity, the market for such products could expand significantly. As companies strive to meet these expectations, the inclusion of clear labeling for items like calcium citrate 200 mg tablets will likely become essential in attracting and retaining health-conscious customers.