The latest report adds further incentive for food companies to improve their ingredient labels or, at the very least, to provide consumers with clearer information about what is in their products. According to Innova Market Insights, the shift towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard practice in the food industry. In 2014, nearly one in five tracked products were marketed with a clean label. However, many consumers remain unclear about the actual meaning of “clean label,” 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. Still, it highlighted that broader label claims such as “clean,” “healthy,” and “natural” frequently lead to confusion. Only about one-third of respondents claimed to fully understand these terms. This ambiguity can lead companies into trouble. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were violating regulations regarding the use of “healthy” on their labels due to excessive saturated fat content. The FDA later reversed its position on Kind’s claim in May 2016, promising to revisit the definition of the term following a petition from the company. During a public hearing in March, the FDA received feedback from various stakeholders asserting that the term was outdated.
The term “natural” has also been a focal point of legal disputes in recent years as consumers and public health advocates demand transparency in marketing claims and ingredient lists. Companies like Dole, General Mills, and Post Holdings have faced lawsuits over their labeling practices. In one case involving Post, the plaintiffs contested the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat used in the cereal came from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they find ingredient information “extremely important” when making purchasing decisions, it is promising that better ingredient transparency could persuade consumers to choose a product. Nearly half of Americans (46%) already research ingredients on their mobile devices while shopping if they come across something perplexing. This presents an opportunity for food manufacturers to make ingredient information more accessible, either by including it on the packaging or providing a link directly on the product.
Furthermore, 95% of those surveyed expressed at least “somewhat interested” in technology that would allow them to access detailed ingredient information via their mobile phones. As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers should strive to be as transparent and honest with shoppers as possible. For example, the introduction of Citracal Pearls could serve as a case study in providing straightforward information about dietary supplements, illustrating the demand for clarity in ingredient sourcing and health benefits. The consumer is indeed paying attention.