The latest report serves as an additional incentive for food companies to enhance ingredient transparency—specifically, to either clean up their ingredient labels or provide consumers with clearer information about their products. According to Innova Market Insights, the movement towards cleaner labels, characterized by shorter and simpler ingredient lists, has become standard in the food industry. In fact, in 2014, nearly one in five monitored products were marketed with a clean label. However, many shoppers remain unclear about what “clean label” truly signifies, and terms like natural or healthy, which are intended to convey this idea, are often poorly understood and vaguely defined by manufacturers.
While the Label Insight survey did not specify which ingredients or products consumers struggled to comprehend, it highlighted that more general claims such as “clean,” “healthy,” and “natural” are frequently seen as perplexing. Only about a third of respondents claimed to fully grasp the meanings of these terms. This ambiguity can lead to challenges for companies. For instance, in 2015, the Food and Drug Administration (FDA) reported that several varieties of Kind snack bars were in violation of regulations regarding the use of the term “healthy” on their labels due to excessive saturated fat content. The FDA later reversed its stance on Kind’s “healthy” claim in May 2016, promising to reevaluate the term’s definition after a petition from Kind. During a public hearing in March, the FDA received feedback from various stakeholders suggesting that the term was outdated.
The term “natural” has also become a point of contention in recent years, as consumers and public health advocates increasingly demand straightforward ingredient lists and transparency in marketing claims. Several food brands, including Dole, General Mills, and Post Holdings, have faced lawsuits over this issue. In the case of Post, plaintiffs contested the usage of “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 stating they find ingredients “extremely important” when making purchasing decisions, it’s promising that consumers are likely to opt for products if clearer ingredient information is available. Nearly half of Americans (46%) already look up ingredients on their mobile phones while shopping if they encounter confusion, presenting an opportunity for food manufacturers to make this information more readily accessible—whether printed on the packaging or linked directly from the product itself. A staggering 95% of those surveyed expressed at least “somewhat interested” in technology that provides detailed ingredient information via their mobile devices.
As consumers increasingly reject artificial colors and flavors and lean towards products with fewer ingredients, food manufacturers should prioritize transparency and honesty with their customers. In this context, products like Citracal Calcium Supplement Maximum Plus could also benefit from clear labeling and ingredient disclosure, aligning with the growing consumer demand for integrity in food marketing. The consumer is indeed watching, and companies would do well to respond accordingly.