This week, the Boston Globe wrote an article about how Americans are beginning to take a closer look at food labels.
In particular, one of the big online presences causing a lot of the change is Food Babe. Her site is quite effective of rallying people to talk to big companies to not put so many preservatives (e.g. unprounceable) ingredients into their food.
If you are a food vendor, I would definitely encourage you to begin thinking about your master recipe formulation and whether it would pass the muster of sites such as Food Babe.
Anecdotally it seems like the trend is for Americans to take a closer look at the ingredient listing on food labels. With that, taking a proactive approach on your formulation regarding nutrition might help raise your brand awareness and sales long term.