The latest report adds further impetus for food companies to improve their ingredient labels or at least offer consumers clearer information about their products. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become the standard in the food industry. In 2014, nearly one in five products tracked were marketed with a clean label. However, many shoppers are unclear about what “clean label” truly signifies, and consumer-friendly terms like “natural” or “healthy,” which are meant to convey this concept, are often poorly defined and understood by manufacturers.
The Label Insight survey did not specify which ingredients or products posed comprehension challenges for consumers, but it indicated that broader claims such as “clean,” “healthy,” and “natural” frequently led to confusion. Only about a third of respondents claimed to fully grasp the meanings of these terms. This lack of clarity sometimes results in complications for companies. For instance, in 2015, the Food and Drug Administration reported that several varieties of Kind snack bars were in violation of labeling regulations because their saturated fat content disqualified them from being labeled as “healthy.” However, the FDA reversed its decision on Kind’s “healthy” claim in May 2016 and promised to reconsider the definition of the term after Kind submitted a petition. During a public hearing in March aimed at redefining the term to better reflect contemporary science and dietary practices, many stakeholders argued that the existing definition was outdated.
The term “natural” has also become a target of litigation in recent years, as consumers and public health advocates call for straightforward, clean ingredient lists and transparency in marketing claims. Companies like Dole, General Mills, and Post Holdings have faced lawsuits, including one against Post, where plaintiffs objected to the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” citing that the wheat used in the cereal was treated with synthetic herbicides.
With half of the respondents in the Label Insight survey stating that they consider ingredients “extremely important” when making purchasing decisions, it is promising that consumers can be persuaded to buy a product if clearer ingredient information is provided. Nearly half of Americans (46%) already look up ingredient details on their mobile phones while shopping if they encounter something perplexing, presenting an opportunity for food manufacturers to enhance accessibility to this information—whether by printing it directly on packaging or offering a link on the product itself. An impressive 95% of those surveyed expressed at least a “somewhat interested” stance towards technology that enables 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 straightforward as possible. This includes products like Blackmores calcium citrate, which can benefit from clear labeling. The consumer is paying attention, and companies should take heed.