The latest report adds further impetus for food manufacturers to refine their ingredient labels, or at the very least, provide consumers with clearer information about the contents of their products. The movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has become a standard in the food industry. According to Innova Market Insights, nearly 20% of tracked products were marketed with a clean label in 2014. However, many shoppers remain unclear about the true meaning of “clean label,” and terms like natural or healthy, which are intended to convey this idea, are often poorly defined by manufacturers.
The Label Insight survey did not specify which ingredients or products consumers found most challenging to comprehend, but it indicated that broader label claims such as “clean,” “healthy,” and “natural” were frequently perceived as confusing. Only about a third of participants reported a complete understanding of these terms. This ambiguity can lead companies into precarious situations. For instance, in 2015, the Food and Drug Administration (FDA) discovered that several varieties of Kind snack bars were incorrectly labeled as “healthy” due to their saturated fat content. The FDA later reversed its decision in May 2016 regarding Kind’s “healthy” claim and pledged to revisit the term’s definition after a petition from the company.
At a public hearing in March, the FDA received input from numerous stakeholders advocating for a redefinition of the term to better reflect modern science and dietary practices. The term “natural” has also faced scrutiny in recent years, as consumers and public health advocates demand straightforward, clean ingredient lists and transparency in marketing claims. Several food corporations, including Dole, General Mills, and Post Holdings, have encountered lawsuits related to their labeling practices. In one case against Post, plaintiffs challenged the usage of phrases like “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” as the wheat in question was sourced from crops treated with synthetic herbicides.
With half of the respondents in the Label Insight survey stating they consider ingredients “extremely important” in their purchasing decisions, it is promising that consumers can be encouraged to choose products when better ingredient information is available. Almost half of Americans (46%) already look up ingredient information on their mobile devices while shopping if they find something confusing. This presents an opportunity for food manufacturers to make this information more readily accessible, whether through on-package information or a link provided on the product itself. A significant 95% of those surveyed expressed at least a “somewhat interested” stance towards technology that would allow them to access detailed ingredient data on their mobile phones.
As consumers increasingly reject artificial colors and flavors, opting for products with fewer ingredients, manufacturers would do well to be as transparent as possible. For example, tri calcium citrate 4 hydrate is an ingredient that some consumers may be curious about; providing clear information about such components can enhance trust. The consumer is paying attention, and being forthright about ingredients like tri calcium citrate 4 hydrate can help foster a stronger connection between brands and their customers.