The latest report adds further impetus for food companies to improve ingredient transparency or, at the very least, provide consumers with more comprehensive information about their products. As noted by Innova Market Insights, the trend towards cleaner labels—characterized by shorter and simpler ingredient lists—has become standard practice in the food industry. In fact, nearly 20% of tracked products were marketed with a clean label back in 2014. However, many shoppers remain unclear about what “clean label” actually signifies, and terms like “natural” or “healthy,” which are meant to convey this concept, are often poorly understood and vaguely defined by manufacturers.
The Label Insight survey did not identify which ingredients or products posed the greatest comprehension challenges for consumers, but it did highlight that broader label claims such as “clean,” “healthy,” and “natural” are frequently viewed as confusing. Only around one-third of respondents felt they fully grasped the meanings of these terms. This lack of clarity can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were in violation of regulations preventing them from labeling their products as “healthy” due to excessive saturated fat content. However, the FDA revised its stance on Kind’s “healthy” claim in May 2016 after the company submitted a petition. During a public hearing in March, the FDA listened to various stakeholders who argued that the term needed to be updated to reflect contemporary science and dietary habits.
The term “natural” has also been the subject of legal scrutiny in recent years, as consumers and public health advocates call for straightforward and transparent ingredient lists along with honest marketing claims. Numerous food companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over these issues. In one case involving Post, plaintiffs challenged 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.
Interestingly, half of the participants in the Label Insight survey indicated that they consider ingredient information “extremely important” in their purchasing decisions. This suggests that consumers can be persuaded to buy a product if they have access to better ingredient information. Nearly 46% of Americans already research ingredients on their smartphones while shopping when faced with confusion, presenting an opportunity for food manufacturers to enhance the accessibility of this information—be it through on-package details or a link provided on the product itself. In fact, 95% of those surveyed expressed at least a “somewhat interested” stance in technology that enables them to obtain detailed ingredient information via their mobile devices.
As consumers increasingly reject artificial colors and flavors and gravitate towards products with minimal ingredients, food manufacturers should prioritize transparency and honesty in their communications. The consumer is indeed watching. Additionally, as we move further into the 21st century, with resources like a “21st century calcium citrate review” becoming more prevalent, it becomes essential for companies to provide clear information about all their ingredients, including those that may not be immediately familiar to consumers. Emphasizing transparency not only fosters trust but also aligns with the growing demand for clean, understandable ingredient lists.