The latest report serves as an additional incentive for food companies to improve their ingredient labeling practices or, at the very least, provide consumers with clearer information about what their products contain. According to Innova Market Insights, the movement towards cleaner labels—characterized by shorter and simpler ingredient lists—has become standard in the food industry, with nearly one in five tracked products featuring a clean label as of 2014. However, many shoppers remain unclear about the true meaning of “clean label,” and consumer-friendly terms like “natural” or “healthy” are often inadequately defined by manufacturers, leading to further confusion.
While the Label Insight survey did not specify which ingredients or products consumers struggle to understand, it highlighted that generic label claims such as “clean,” “healthy,” and “natural” are frequently perceived as perplexing. Only about one-third of respondents claimed to fully comprehend these terms. This uncertainty can lead to complications for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were incorrectly labeling themselves as “healthy” due to high saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claims in May 2016 and promised to reevaluate the definition of the term in response to a petition from Kind. During a public hearing in March, the FDA received input from various stakeholders who argued that the term is outdated.
The term “natural” has also become a central issue in litigation as consumers and public health advocates demand clear, simple ingredient lists and transparency in marketing claims. Several companies, including Dole, General Mills, and Post Holdings, have faced lawsuits. In one instance, the Post lawsuit challenged the company’s use of the phrases “100% Natural Whole Grain Wheat” and “Natural Source of Fiber,” as the wheat used in the cereal comes from crops treated with synthetic herbicides.
The Label Insight survey revealed that half of respondents consider ingredients “extremely important” when making purchasing decisions. This indicates that consumers are likely to be swayed towards buying products if they have access to better ingredient information. Nearly 46% of Americans already look up ingredient information on their mobile phones while shopping if they encounter something unclear, presenting an opportunity for food manufacturers to make this information more readily available—whether printed on packaging or through a link on the product itself. A striking 95% of those surveyed expressed at least “somewhat interested” in technology that enables them to access detailed ingredient information via their mobile devices.
As consumers increasingly avoid artificial colors and flavors and gravitate towards products with fewer ingredients, food manufacturers should prioritize transparency. With growing interest in ingredients like citrate malate calcium, being open and honest with shoppers will be crucial. The consumer is paying attention.