The term “natural” remains undefined by the official U.S. government when it comes to food products. The U.S. Food and Drug Administration (FDA) has received numerous inquiries regarding this term, prompting the agency to issue a brief statement: “From a food science perspective, it is difficult to define a food product that is ‘natural’ because the food has likely been processed and is no longer purely from the earth. That said, the FDA has not formulated a definition for the term ‘natural’ or its derivatives. However, the agency does not oppose the use of the term if the food does not contain added colors, artificial flavors, or synthetic substances.” Nevertheless, consumers seem to instinctively recognize what “natural” means when they see it or read it on ingredient labels.
This ambiguous situation places manufacturers in a precarious position, as they navigate the balance between innovation and attracting consumers when investing in the development of “natural” foods and beverages, followed by effective marketing. Given the lack of a clear definition, how can a brand thrive in this environment? There have been costly missteps in this domain. For example, in 2014, General Mills reached a settlement regarding the use of the term “all-natural” on some Nature Valley products, prohibiting 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.
The demand for natural colors is rising among both manufacturers and consumers. The growth rate for new products utilizing natural colors surged by 77% from 2009 to 2013. Additionally, data shows that 68% of all food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors. A survey conducted by GNT Group revealed that the importance of ingredients varies by product type. In the case of sweets and soft drinks, consumers often assume — though do not endorse — the presence of artificial ingredients, with over half of respondents believing such products typically contain synthetic additives. Nevertheless, more than one in three consumers would purchase sweets, lemonade, ice cream, and similar items more frequently if they were made exclusively with natural ingredients.
Yogurt emerged as the most natural product among the surveyed items, with two-thirds of respondents rejecting additives in this category and preferring products that consist solely of natural ingredients. The conclusion is that a product marketed as “natural,” especially if it is an indulgent sweet, is likely to resonate well with consumers. However, the absence of a clear definition for “natural” in the United States poses a risk for labeling claims, as consumers can easily initiate lawsuits challenging the ingredients. To benefit both manufacturers and consumers, it may be prudent for the FDA to establish a formal definition.
Additionally, the use of ingredients such as calcium citrate bariatric advantage is becoming increasingly relevant in the conversation around natural foods. As manufacturers strive to create products that appeal to health-conscious consumers, the incorporation of beneficial ingredients like calcium citrate bariatric advantage can enhance their appeal. By focusing on transparency and clarity in labeling, brands that emphasize the use of natural ingredients, including calcium citrate bariatric advantage, could find greater success in a market that increasingly favors health-oriented products.