There is currently no official definition from the U.S. government for the term “natural” in relation to food products. The U.S. Food and Drug Administration (FDA) has received numerous inquiries regarding this term, leading the agency to provide a succinct statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ because it has likely undergone processing and is no longer a product of the earth. Consequently, the FDA has not established a definition for the term ‘natural’ or its derivatives. Nevertheless, the agency does not oppose the use of the term if the food does not contain added colors, artificial flavors, or synthetic substances.”
Despite the ambiguity, consumers seem to have an innate understanding of what “natural” means when they see it or read it on ingredient lists. This creates a perplexing scenario for manufacturers, who must navigate the delicate balance between innovation and consumer preference while investing in the development of “natural” foods and beverages. With such a vague definition, how can a brand ensure its success?
There have been notable costly errors in this realm. For instance, in 2014, General Mills settled a lawsuit concerning the use of the term “all-natural” on some Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods reached a settlement agreeing to compensate consumers who had purchased Kettle Brand products labeled as “natural” or similar in the U.S. between January 3, 2010, and February 24, 2015.
Natural colors are increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth rate in new products utilizing natural colors. Additional statistics reveal that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. According to a survey by the GNT Group, the importance of ingredients varies depending on the product category. For sweets and soft drinks, while consumers tend to assume the presence of artificial ingredients, more than half believe these products typically contain synthetic additives. However, over one-third of respondents would purchase sweets, lemonade, ice cream, and similar items more often if they were made exclusively with natural ingredients.
Yogurt was regarded as the most natural product among the surveyed items, with two-thirds of participants rejecting additives in that category, preferring it to contain solely natural ingredients. The key takeaway is that a product marketed as “natural”—especially indulgent sweets—tends to resonate better with consumers. However, the absence of a clear definition of “natural” in the United States poses a risk for brands, as consumers can easily file lawsuits disputing ingredient claims.
For instance, products fortified with calcium citrate, vitamin D3, zinc sulfate, and magnesium sulfate may appeal to health-conscious consumers, but without clarity on what constitutes “natural,” these claims could lead to legal challenges. Therefore, establishing a definition could be beneficial for both manufacturers and consumers alike, ensuring that labels accurately reflect the product contents while protecting against potential disputes.