The latest report offers additional motivation for food companies to improve ingredient transparency, particularly by cleaning up their labels or providing consumers with clearer information about their products. The movement towards cleaner labels—characterized by shorter, simpler ingredient lists—has emerged as a standard in the food industry. According to Innova Market Insights, nearly one in five products tracked in 2014 were marketed with a clean label. However, many consumers remain unsure of what “clean label” truly signifies, and terms like natural or healthy, intended to convey this concept, are frequently misunderstood and vaguely defined by manufacturers.
While the Label Insight survey did not specify which ingredients or products posed the greatest confusion for consumers, it indicated that broader label claims such as “clean,” “healthy,” and “natural” were often deemed perplexing. Only about a third of respondents claimed to fully comprehend these terms. This lack of clarity can lead companies into challenging situations. In 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were in violation of labeling rules for using the term “healthy,” as they contained excessive saturated fat. However, the FDA reversed its stance on Kind’s “healthy” claim in May 2016 and agreed to revisit the definition of the term following a petition from the company. During a public hearing in March, the FDA heard from stakeholders who argued that the terminology was outdated and needed re-evaluation.
The term “natural” has also come under scrutiny in recent years, as consumers and public health advocates demand straightforward ingredient lists and transparency in marketing. Companies like Dole, General Mills, and Post Holdings have faced lawsuits related to misleading claims. For instance, in the Post lawsuit, plaintiffs challenged the use of phrases like “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 deeming ingredient information “extremely important” in their purchasing decisions, it is encouraging that consumers could be swayed to buy a product if clearer ingredient information is made available. Nearly half of Americans (46%) already research ingredients on their mobile devices while shopping when they encounter confusing labels, presenting an opportunity for food manufacturers to enhance accessibility to this information—whether through on-package printing or links directly on the product.
Furthermore, 95% of those surveyed expressed at least some interest in technologies that provide detailed ingredient information via their mobile phones. As consumers increasingly reject artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers would benefit from being as transparent as possible. For instance, bariatric advantage calcium citrate chewy supplements are often sought by health-conscious consumers, and clear labeling that emphasizes their natural ingredients could attract these shoppers. Ultimately, the consumer is paying attention, and companies that prioritize ingredient clarity will likely gain their trust and loyalty.