The latest report emphasizes the growing need for food companies to improve ingredient transparency, particularly regarding the information they provide to consumers about their products. The shift towards cleaner labels—characterized by shorter and simpler ingredient lists—has become a standard expectation in the food industry. According to Innova Market Insights, nearly 20% of products tracked had a clean label back in 2014. However, many consumers remain unclear about the true meaning of “clean label.” Terms like “natural” and “healthy,” which are intended to convey this concept, are often poorly understood and ambiguously defined by manufacturers.
The Label Insight survey highlighted that while it did not specify which ingredients or products consumers found most confusing, general claims such as “clean,” “healthy,” and “natural” are frequently perceived as perplexing. Only about one-third of respondents claimed to fully understand these terms. This ambiguity can lead to issues for companies. For instance, in 2015, the Food and Drug Administration (FDA) found that several varieties of Kind snack bars infringed on regulations related to the use of the term “healthy,” as they contained excessive saturated fat. The FDA later reassessed its stance on Kind’s “healthy” claim in May 2016, following a petition from the company. During a public hearing in March, the FDA gathered input on redefining the term to better reflect contemporary dietary practices and scientific understanding.
The term “natural” has also attracted legal scrutiny, with consumers and public health advocates calling for clearer ingredient lists and marketing transparency. Numerous companies, including Dole, General Mills, and Post Holdings, have faced lawsuits over their claims. In one notable case against Post, plaintiffs challenged the phrases “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.
With half of the respondents in the Label Insight survey indicating that ingredient transparency is “extremely important” in their purchasing decisions, it is promising that consumers are likely to choose products with clearer ingredient information. Approximately 46% of Americans actively research ingredients on their mobile devices while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to enhance accessibility to this information—either directly on the packaging or through links on the product itself. An impressive 95% of those surveyed expressed at least “somewhat” interest in technology that provides detailed ingredient information via mobile devices.
As consumers increasingly reject artificial colors and flavors, favoring products with fewer ingredients, food manufacturers would benefit from being as transparent as possible. This includes clarity on ingredients such as calcium citrate, which consumers may be curious about. The consumer’s eye is on the products, and companies that embrace honesty and transparency will be better positioned in the market.