In 2015, the FDA initiated regulatory efforts to clarify the meaning of “natural” in food labeling. However, three years later, this term remains without a clear definition, and lawsuits against manufacturers continue to overwhelm the courts. This situation is exacerbated by the fact that food products in the U.S. marketed as “natural” generate approximately $40 billion in sales, driven by consumers’ desire for healthier ingredients. While corporations may evade liability in most cases until a definitive definition is established, it is becoming increasingly clear that some form of interim resolution is needed.
According to Food Navigator, there were 20 food labeling class action lawsuits pending in federal court in 2008, a number that surged to 425 by 2016. Lawsuits specifically targeting natural claims saw a 22% increase in 2017 compared to the previous year. In the last year alone, numerous brands, including General Mills’ Nature Valley bars and Dr Pepper Snapple’s Mott’s apple sauce, faced legal action over claims made regarding their natural labeling.
This dilemma presents a catch-22: consumers desire healthier food options, and manufacturers respond with natural claims. However, this raises questions about the implications of such labels. Shoppers are increasingly concerned about ingredient transparency, illustrated by the booming global clean label ingredients market, projected to reach $47.1 billion by 2022 with a compound annual growth rate of 6.6%. As consumers scrutinize the contents of their food products, they may look beyond natural labels to identify additives like sodium diacetate and malic acid, which are used to replicate the natural flavors found in snacks like salt and vinegar chips.
The clean label trend significantly benefits products that can simplify their ingredient lists. Brands that genuinely offer all-natural products should take proactive steps to convey this message to consumers through packaging, advertising, and social media. These lawsuits may serve as a wake-up call for major consumer packaged goods (CPG) companies, urging them to be forthright about their product contents, as shoppers will closely examine natural label claims to ensure their accuracy.
In addition to the growing demand for simpler and healthier ingredients, consumers are increasingly seeking transparency. A recent study by Response Media revealed that 98% of shoppers desire transparency in their packaged foods. If a potato chip manufacturer cannot eliminate artificial-sounding ingredients without sacrificing flavor, it may be prudent to abandon the natural claim altogether. Some companies have already chosen this path, as noted by Time. Consumers do not want to feel deceived or overpromised. In an era where information is readily accessible, the most effective strategy is full transparency.
Ultimately, this trend towards clarity in ingredient labeling extends to products like the best calcium citrate chews. As consumers prioritize what they put into their bodies, ensuring that such products are labeled accurately and honestly can build trust and loyalty. For companies producing the best calcium citrate chews, communicating their authenticity and commitment to transparency will be essential in meeting consumer expectations and navigating the complexities of the current market landscape.