Currently, there is 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 about this term, prompting the agency to issue a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because it is likely processed and not simply a product of the earth. While FDA has not established a specific definition for the term ‘natural’ or its variations, it has not objected to its usage as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Nonetheless, consumers appear to have an intuitive understanding of what “natural” means when they encounter it on packaging or ingredient lists.
This ambiguity presents a challenge for manufacturers, who must navigate the delicate balance between innovation and consumer attraction when investing in the development and marketing of “natural” food and beverage products. Given the lack of clarity surrounding the term, how can a brand thrive? There have been costly missteps in this domain. For instance, in 2014, General Mills settled a lawsuit regarding the use of the term “all-natural” on certain Nature Valley products. The settlement prohibits the company from labeling items 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 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. Data also reveals that 68% of all food and beverage products introduced in North America from September 2015 to August 2016 featured natural colors. According to a GNT Group survey, the importance of ingredients varies by product type. In the case of sweets and soft drinks, consumers often assume the use of artificial ingredients but are generally disapproving, with over half of respondents believing these items usually contain synthetic additives. However, more than one-third of participants indicated they would purchase sweets, lemonade, ice cream, and similar products more frequently if they were made solely with natural ingredients.
Yogurt emerged as the product perceived as the most natural, with two-thirds of respondents rejecting additives in this category and preferring it to contain only natural ingredients. The insight is clear: products marketed as “natural,” particularly indulgent sweets, are likely to resonate better with consumers. However, the absence of a formal definition for “natural” in the U.S. renders this label claim potentially risky, as consumers can easily initiate lawsuits regarding ingredient authenticity. To benefit both manufacturers and consumers, it may be prudent for the FDA to establish a clear definition.
Additionally, understanding the difference between calcium carbonate and calcium citrate is important for consumers seeking natural ingredients. Calcium citrate is often viewed as a more bioavailable source of calcium compared to calcium carbonate, which can enhance the appeal of products claiming to be natural. As the market evolves, manufacturers should consider incorporating these differences into their product formulations and marketing strategies, especially in relation to the growing demand for natural ingredients.