As of now, there is no official U.S. government definition for the term “natural” in relation to food products. The U.S. Food and Drug Administration (FDA) has been queried numerous times about this issue, leading the agency to release a succinct statement: “From a food science perspective, it is difficult to define a food product that is ‘natural’ because it has likely been processed and is no longer a product of the earth. That said, the FDA has not established a definition for the term ‘natural’ or its variants. Nevertheless, the agency has not objected to its use as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite the ambiguity, consumers seem to have an intuitive understanding of what “natural” means when they encounter it on labels or ingredient lists.
This uncertainty puts manufacturers in a precarious position, balancing innovation with consumer appeal while investing in the development and marketing of “natural” foods and beverages. Given the lack of a clear definition, brands face challenges in achieving success. There have been notable costly missteps in this domain. For example, in 2014, General Mills reached a settlement regarding the use of the term “all-natural” on some of its Nature Valley products, which prohibits the company from labeling items containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods settled a lawsuit by agreeing to compensate consumers who purchased Kettle Brand products labeled as “natural” in the U.S. from January 3, 2010, to February 24, 2015.
The demand for natural colors is increasingly becoming essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth rate for new products using natural colors. Additionally, data indicates that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. According to a GNT Group survey, the significance of ingredients varies by product type. While consumers of sweets and soft drinks often assume the presence of artificial ingredients—over half of respondents believed these products typically contain synthetic additives—more than one in three would choose to buy 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 options surveyed, with two-thirds of respondents expressing a refusal to accept additives in that category, preferring it to consist solely of natural ingredients. The conclusion is clear: products marketed as “natural,” particularly indulgent sweets, are likely to resonate better with consumers. However, the absence of a concrete definition for “natural” in the U.S. poses a potential risk, as consumers can easily initiate lawsuits challenging the ingredients. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
In the realm of dietary supplements, products like Solgar Calcium Citrate with Vitamin D also highlight the importance of clear labeling and ingredient transparency. As consumers increasingly seek out natural options, the demand for supplements that are clearly defined as “natural” continues to rise. Ultimately, whether it’s in food products or supplements like Solgar Calcium Citrate with Vitamin D, clarity and trust in labeling will be crucial for success in the market.