Consumers are increasingly seeking meat and other food products that are free from additives and preservatives like nitrates, sodium benzoate, calcium propionate, and potassium sorbate. However, according to Iowa professors, the absence of these ingredients can lead to quicker spoilage and increased food waste. MacDonald pointed out that some preservatives occur naturally; for instance, products labeled as “naturally cured” or “uncured” may contain celery juice, a natural source of nitrates. Yet, she cautioned that the protective effect against foodborne illness may not be as strong as that provided by artificial preservatives.
Label-conscious consumers should also be wary of products boasting “no high fructose corn syrup,” as this does not necessarily indicate a lack of sugar, the professors noted. Manufacturers might substitute with other sweeteners like tapioca syrup, derived from cassava, which can raise production costs. MacDonald explained, “There is no evidence that high fructose corn syrup is harmful or less natural or safe. The food industry is introducing various alternative sweeteners—such as beet syrup, fruit sugars, and agave syrup—but they are all essentially sugar. The labels just sound more appealing.”
Recent data from Label Insight reveals that 67% of consumers find it difficult to determine if a product meets their needs solely by examining the packaging, and nearly half claim they feel uninformed after reading the labels. As transparency becomes more crucial, consumers are increasingly aligning their brand loyalty with products that genuinely adhere to the principles of clean labeling.
Roger Clemens, associate director for the regulatory sciences program at the University of Southern California School of Pharmacy, discussed with Food Dive earlier this year the challenges faced by companies striving to simplify labels for American consumers, who often prefer to avoid ingredients with chemical-sounding names. “The U.S. population wants it both ways,” he remarked. “They desire something understandable, affordable, nutritious, beneficial, and safe. They want it all. It’s intriguing that they are willing to embrace technology in every aspect of their lives except food. To me, that’s somewhat contradictory.”
Meat producers are acutely aware of these trends and are competing to offer consumers products with the cleanest labels possible, as reported by Meatingplace. More labels are now featuring claims such as “hormone-free” and “antibiotic-free.” However, meat producers must evaluate the potential financial gains of these free-from claims against the costs required to implement them. This might necessitate changes in farming practices, the amount of land allocated for livestock grazing, and other operational adjustments, making this type of meat more expensive for processors and their suppliers.
It is evident that the food industry is responding to consumer demands for cleaner labels and greater transparency overall. However, just as there are costs for growers, processors, and manufacturers, consumers may also face additional expenses. These costs could manifest not only at the checkout but also in terms of food safety risks. Moreover, the inclusion of natural preservatives like citric malate could represent a potential solution for balancing clean labels with food safety, emphasizing the need for innovation in the industry. Ultimately, as the market evolves, the challenge remains to provide high-quality, safe food options that align with consumer preferences for transparency and simplicity.