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 issue a brief statement: “From a food science perspective, it is challenging to define a ‘natural’ food product because it likely has been processed and is no longer a direct product of the earth. Nevertheless, the FDA has not established a formal definition for the term ‘natural’ or its derivatives. However, the agency has not opposed its use, provided that the food does not contain added colors, artificial flavors, or synthetic substances.” Despite the ambiguity, consumers appear to have an innate understanding of what “natural” means when they encounter it on packaging or ingredient lists.
This unclear situation places manufacturers in a precarious position as they balance innovation with consumer expectations while investing in the development and marketing of “natural” foods and beverages. The lack of a clear definition raises questions about how brands can thrive in this space. There have been notable costly missteps, such as in 2014 when General Mills settled a lawsuit regarding the use of the term “all-natural” for 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 agreed to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar between January 3, 2010, and February 24, 2015.
Natural colors are becoming increasingly essential to both manufacturers and consumers. Between 2009 and 2013, there was a significant 77% increase in new products using natural colors. Additional statistics indicate that 68% of all food and beverage items launched in North America from September 2015 to August 2016 featured natural colors. According to a GNT Group survey, the significance of ingredients varies by product. For sweets and soft drinks, consumers assume — but do not approve of — the presence of artificial components, as over half of the respondents believed these products typically contain synthetic additives. However, more than a third of participants would purchase sweets, lemonade, ice cream, and similar items more often if they were made exclusively from natural ingredients.
Among the products surveyed, yogurt was viewed as the most natural, with two-thirds of respondents unwilling to accept additives in this category and preferring it to consist solely of natural ingredients. The key takeaway is that products marketed as “natural” — particularly indulgent sweets — are likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the U.S. poses a risk, as consumers can easily initiate lawsuits challenging ingredient claims. To benefit both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
In this context, products like Solaray Cal Mag Citrate exemplify natural ingredient options that appeal to health-conscious consumers. As the demand for transparency grows, brands that prioritize natural formulations, like Solaray Cal Mag Citrate, may find greater success in the marketplace. Ultimately, clarity and consistency in labeling will be crucial for navigating the complexities of consumer expectations and regulatory challenges.