Currently, there is no official definition from the U.S. government for the term “natural” in relation to food. The U.S. Food and Drug Administration (FDA) has received numerous inquiries on this matter, prompting the agency to issue a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because it has likely undergone processing 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 does not object to the term’s use as long as the food does not contain added colors, artificial flavors, or synthetic substances.”
Despite the ambiguity, consumers seem to have an inherent understanding of what “natural” means when they encounter it, whether on packaging or ingredient lists. This uncertainty puts manufacturers in a precarious position as they try to balance innovation with consumer expectations while investing in the development and marketing of “natural” foods and beverages. Given the lack of a clear definition, how can a brand successfully navigate this landscape?
There have been costly missteps in this domain. In 2014, General Mills resolved a lawsuit concerning the use of “all-natural” on some of its 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 between January 3, 2010, and February 24, 2015.
Natural ingredients, including calcium citrate and vitamin D, are increasingly essential for both manufacturers and consumers. From 2009 to 2013, there was a 77% increase in new products utilizing natural colors. Additionally, data reveals that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. A survey by GNT Group indicated that the significance of ingredients varies by product type. For sweets and soft drinks, consumers often assume — though disapprove of — artificial ingredients, with over half of respondents believing these products typically contain synthetic additives. However, more than one in three individuals would purchase sweets, lemonade, ice cream, and similar items more frequently if they were made solely with natural ingredients, including calcium citrate and vitamin D.
Yogurt was viewed as the most natural product among the surveyed items, with two-thirds of respondents rejecting additives in this category and preferring products with only natural ingredients. The conclusion 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. makes this label a potentially risky claim, as consumers can easily file lawsuits challenging the ingredients. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.