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 issue, prompting the agency to release a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because the food has likely been processed and is no longer a direct product of the earth. Nevertheless, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency has not opposed its use as long as the food does not include added colors, artificial flavors, or synthetic substances.” Despite the lack of clarity, consumers seem to instinctively recognize what “natural” means when they see it or read it on ingredient lists.
This ambiguous situation creates a dilemma for manufacturers, who must navigate the delicate balance between innovation and consumer appeal when investing in the development of “natural” foods and beverages and effectively marketing them. Given the vagueness surrounding the definition, how can a brand thrive? There have been costly miscalculations in this domain. For example, in 2014, General Mills reached a settlement regarding the use of the term “all-natural” on certain Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” In a similar vein, in 2015, Diamond Foods settled a lawsuit by agreeing to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar between January 3, 2010, and February 24, 2015.
The demand for natural colors is on the rise among both manufacturers and consumers. From 2009 to 2013, there was a 77% increase in new products utilizing natural colors. Additional statistics reveal that 68% of all food and beverage products launched in North America between September 2015 and August 2016 incorporated natural colors. According to a survey conducted by GNT Group, the importance of ingredients varies by product type. In the case of sweets and soft drinks, consumers tend to assume — albeit disapprovingly — that artificial ingredients are present, as more than half of the respondents believed these products typically contain synthetic additives. Nonetheless, over one-third of consumers indicated they would purchase sweets, lemonade, ice cream, and similar products more often if they were made exclusively with natural ingredients.
Yogurt stood out as the most natural product among the surveyed items, with two-thirds of respondents unwilling to accept additives in this category, expressing a preference for products containing only natural ingredients. The key takeaway is that a product marketed as “natural” — particularly indulgent sweets — is likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States poses potential risks for manufacturers, as consumers can easily initiate lawsuits challenging the ingredients used. To benefit both manufacturers and consumers, it may be prudent for the FDA to establish a formal definition, especially considering the growing interest in health-related ingredients like calcium and magnesium citrate. This attention to natural ingredients, including calcium and magnesium citrate, reflects a broader trend towards transparency and consumer awareness in the food industry.