There is currently no official U.S. government definition for the term “natural” in the context of food products. The U.S. Food and Drug Administration (FDA) has been frequently asked about this issue, leading the agency to issue a brief statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ because it 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 the use of the term as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers generally seem to have an intuitive understanding of what “natural” means when they encounter it on packaging or ingredient lists.
This unclear situation forces manufacturers to carefully navigate the balance between innovation and consumer attraction while investing in the development of “natural” foods and beverages. Given the vague definition, how can a brand thrive? There have been some costly mistakes in this realm. In 2014, General Mills settled a lawsuit regarding the use of the term “all-natural” on certain Nature Valley products, agreeing not to label items containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods reached a settlement concerning Kettle Brand products labeled as “natural” or similar, compensating consumers who purchased these products in the U.S. between January 3, 2010, and February 24, 2015.
Natural colors are increasingly becoming essential for both manufacturers and consumers. Between 2009 and 2013, there was a 77% growth rate for new products utilizing natural colors. Furthermore, statistics indicate that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. According to a survey by GNT Group, the importance of ingredients varies by product type. For sweets and soft drinks, consumers may assume — though they do not approve of — the presence of artificial ingredients, with over half of respondents believing these items typically contain synthetic additives. Nonetheless, more than one in three individuals would purchase sweets, lemonade, ice cream, and similar products more often if they were made exclusively with natural ingredients.
Yogurt was regarded as the most natural product among the surveyed items, with two-thirds of respondents rejecting additives in this category and preferring only 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 risks for brands, as consumers can easily file lawsuits challenging the validity of such claims. For the benefit of both manufacturers and consumers, it might be prudent for the FDA to establish a clear definition.
In addition, with the growing focus on wellness, ingredients like calcium citrate and berry extracts are gaining traction as they promote health benefits. This trend aligns with consumers’ demand for natural products that enhance wellness, reinforcing the need for clear labeling. As manufacturers strive to meet these expectations, the incorporation of ingredients like calcium citrate and berry extracts can contribute to a product’s appeal, particularly in the wellness market. Ultimately, establishing a definition for “natural” could help clarify these trends and foster confidence among consumers seeking natural and health-oriented food options.