The latest report serves as an additional 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. The movement toward cleaner labels—characterized by shorter and simpler ingredient lists—has emerged as the new standard in the food industry. According to Innova Market Insights, nearly one in five products tracked in 2014 were marketed as having clean labels. However, many shoppers are unclear about the true meaning of “clean label,” and terms like “natural” or “healthy,” which aim to convey this concept, are often vaguely defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most challenging to comprehend, but it did indicate that broader claims such as “clean,” “healthy,” and “natural” frequently confuse shoppers. Only about one-third of respondents reported fully understanding these terms. This ambiguity can lead companies into problematic situations. For instance, in 2015, the Food and Drug Administration (FDA) revealed that several varieties of Kind snack bars could not label themselves as “healthy” because their saturated fat content exceeded healthy limits. The FDA later reconsidered its stance on Kind’s “healthy” claim in May 2016, promising to reevaluate the definition of the term after Kind submitted a petition. During a public hearing in March, stakeholders argued that the term was outdated. The term “natural” has also become a contentious issue in recent years, as consumers and public health advocates push for straightforward ingredient lists and transparency in marketing claims. Numerous food companies, including Dole, General Mills, and Post Holdings, have faced legal challenges. In one instance, plaintiffs contested Post’s use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” claiming the wheat was treated with synthetic herbicides.
With half of the respondents in the Label Insight survey indicating that they find ingredient transparency “extremely important” when making purchase decisions, it is promising that consumers can be swayed to buy a product if better ingredient information is available. Nearly half of Americans (46%) already use their mobile phones to research ingredients while shopping, especially when they encounter confusion. This presents an opportunity for food manufacturers to make ingredient details more readily accessible—be it through on-pack information or links provided directly on the product. A significant 95% of those surveyed expressed at least a “somewhat interested” stance in technology that enables them to obtain detailed ingredient information on their mobile devices.
As consumers increasingly reject artificial colors and flavors and lean toward products with fewer ingredients, food manufacturers should aim to be as transparent and honest as possible. Notably, there is a rising awareness among consumers regarding the potential health implications of certain ingredients, such as the relationship between calcium citrate and kidney stones. In light of this, companies that prioritize clear communication about their ingredients can build trust with their customers. The consumer is indeed paying attention.