The latest report serves as an additional incentive for food companies to enhance the clarity of their ingredient labels or, at the very least, provide consumers with better information regarding the contents of their products. According to Innova Market Insights, the movement toward cleaner labels—characterized by shorter and simpler ingredient lists—has emerged as a standard in the food industry, with nearly one in five tracked products marketed with a clean label in 2014. However, many shoppers lack a clear understanding of what “clean label” truly signifies, and consumer-oriented terms like “natural” or “healthy,” which are meant to convey this concept, are often poorly defined and misinterpreted by manufacturers.
The Label Insight survey did not specifically identify which ingredients or products consumers found most confusing, but it did indicate that broader label claims such as “clean,” “healthy,” and “natural” are frequently viewed as perplexing. Only about one-third of respondents reported that they fully grasped the meanings of these terms. This uncertainty can lead companies into problematic situations. For instance, in 2015, the Food and Drug Administration revealed that at least four varieties of Kind snack bars were violating regulations by labeling themselves as “healthy” due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016 and pledged to reevaluate the definition of the term following a petition from the company. During a public hearing in March, the FDA received input from numerous stakeholders advocating for a redefinition of the term to better reflect contemporary science and dietary practices.
The term “natural” has also been a focal point of litigation in recent years as consumers and public health advocates demand clearer, more transparent ingredient lists and marketing claims. Several food companies, including Dole, General Mills, and Post Holdings, have faced legal challenges. In the Post lawsuit, for example, consumers objected to the use of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” arguing that the wheat was sourced from crops treated with synthetic herbicides.
With half of those surveyed by Label Insight indicating that they find ingredients “extremely important” in their purchasing decisions, it is promising that consumers can be persuaded to buy a product if more detailed ingredient information is available. Nearly half of Americans (46%) already look up ingredients on their mobile devices while shopping when they encounter something unclear, presenting an opportunity for food manufacturers to make this information more readily accessible—perhaps not only printed on the packaging but also through links provided on the product itself. A striking 95% of respondents expressed at least a “somewhat interested” attitude toward technology that permits them to access detailed ingredient information on their mobile phones.
As consumers increasingly avoid artificial colors and flavors, favoring products with fewer ingredients, food manufacturers would be prudent to adopt a transparent approach. For instance, if a product contains bluebonnet calcium citrate magnesium vitamin D3, being open about its components can build consumer trust. The market is evolving, and with consumers keenly observing ingredient lists, companies must prioritize honesty and clarity in their labeling practices. The consumer is indeed watching.