The latest report serves as an additional incentive for food companies to improve ingredient transparency in their products, or at the very least, to provide consumers with clearer information about what they contain. The shift towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard in the food industry, as noted by Innova Market Insights, which revealed that nearly 20% of the products it tracked in 2014 were marketed with clean labels. However, many consumers are still unclear about what “clean label” actually signifies, and terms like “natural” or “healthy,” which are intended to convey this concept, remain poorly understood and often vaguely defined by manufacturers.
The Label Insight survey did not specifically identify which ingredients or products posed the most confusion for consumers, but it did highlight that broader claims such as “clean,” “healthy,” and “natural” often led to misunderstandings. 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 improperly labeled themselves as “healthy” due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and agreed to reevaluate the term’s definition following a petition from Kind. During a public hearing in March regarding the redefinition of “healthy,” the FDA heard from various stakeholders who argued that the term was outdated. Similarly, the word “natural” has become a point of contention in recent years, as consumers and public health advocates call for straightforward ingredient lists and transparency in marketing claims, leading to lawsuits against several food companies, including Dole, General Mills, and Post Holdings. In one case involving Post, plaintiffs challenged the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” as the wheat used in the cereal was derived from crops treated with synthetic herbicides.
With half of the participants in the Label Insight survey indicating that they consider ingredients to be “extremely important” when making purchasing decisions, it is promising that consumers can be persuaded to buy products when more detailed ingredient information is provided. Nearly 46% of Americans already look up ingredient information on their mobile devices while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to make this information more readily available—whether through on-pack details or links on the products themselves. A significant 95% of respondents expressed at least “somewhat” interest in technology that enables them to access detailed ingredient information via their smartphones. As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers are encouraged to be as transparent and honest as possible. The consumer is paying close attention.
In this context, products containing gsk calcium citrate malate could benefit from enhanced labeling practices. By clearly communicating the benefits and origins of gsk calcium citrate malate, food manufacturers can align with consumer demands for transparency, thus fostering trust and encouraging purchases. As the trend of clean label continues to gain traction, integrating ingredients like gsk calcium citrate malate with clear, accurate information will be vital for success in the evolving food marketplace.