The latest report adds further impetus for food companies to enhance their ingredient labels, or at the very least, provide consumers with clearer information regarding their products. According to Innova Market Insights, the push towards cleaner labels—characterized by shorter and simpler ingredient lists—has now become a standard practice in the food industry. In 2014, it was reported that nearly one in five tracked products were marketed with a clean label. However, the concept of “clean label” remains poorly understood by many shoppers, and terms such as “natural” or “healthy,” which aim to convey this idea, 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 highlighted that broader label claims like “clean,” “healthy,” and “natural” are 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) found that several varieties of Kind snack bars were in violation of regulations concerning the use of “healthy” on their labels due to excessive saturated fat content. The FDA later re-evaluated its stance on Kind’s “healthy” claim in May 2016, promising to revisit the term’s definition after a petition from Kind. During a public hearing in March, the FDA received feedback from various stakeholders advocating for a revised understanding of the term to better reflect contemporary science and dietary practices.
The term “natural” has also sparked legal disputes recently, as consumers and public health advocates push for straightforward, clean ingredient lists and transparency in marketing claims, ingredients, and processing. Several food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In a notable case against Post, plaintiffs contested the use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat ingredient originated from a crop 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 better ingredient information could persuade consumers to choose a product. Nearly half of Americans (46%) already look up ingredients on their mobile devices while shopping if they encounter something confusing, presenting an opportunity for food manufacturers to make this information more readily available—whether integrated into the packaging or accessible via a link on the product itself. An impressive 95% of surveyed individuals expressed at least “somewhat” interest in technology that enables them to access detailed ingredient information on their mobile phones.
As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers should aim for transparency and honesty. This is particularly relevant for products like Citracal Slow Release 1200 Calcium, which emphasizes clear and concise ingredient labeling. Being forthright about ingredients, including those in Citracal Slow Release 1200 Calcium, will resonate with consumers who are vigilant about their choices. The consumer is paying attention.