Currently, 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 received numerous inquiries about this term, leading 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 probably been processed and is no longer the product of the earth. That said, FDA has not developed a definition for the use of the term ‘natural’ or its derivatives. However, the agency does not object to the use of the term if the food does not contain added colors, artificial flavors, or synthetic substances.”
Despite this ambiguity, consumers seem to have an intuitive understanding of what “natural” means when they encounter it, whether visually or through ingredient lists. This confusing scenario forces manufacturers to navigate a delicate balance between innovation and consumer preference when investing in the development of “natural” foods and beverages while effectively marketing them. Given the lack of a clear definition, how can brands thrive in this environment?
There have been costly missteps in this arena. In 2014, General Mills settled a lawsuit regarding the label “all-natural” on certain Nature Valley products. This settlement prohibits the company from marketing items that contain 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.
Natural colors are increasingly becoming essential for both manufacturers and consumers. A notable 77% growth rate for new products using natural colors was recorded from 2009 to 2013. Additionally, 68% of all food and beverage products introduced in North America from September 2015 to August 2016 featured natural colors. According to a GNT Group survey, the importance of ingredients varies by product type. In the case of sweets and soft drinks, consumers generally assume — though do not favor — the presence of artificial ingredients, as over half of respondents believed these items typically contain synthetic additives. Yet, more than one-third stated they would purchase sweets, lemonade, ice cream, and similar products more often if made with only natural ingredients.
Yogurt emerged as the most “natural” product in the group, with two-thirds of respondents rejecting additives in that category and preferring it to consist solely of natural ingredients. The conclusion is that products labeled as “natural” — particularly indulgent sweets — are likely to resonate better with consumers. However, the absence of a clear “natural” definition in the United States makes this label claim risky, as consumers can easily file lawsuits challenging the ingredients used. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
In the context of health-related products, such as Citracal for osteoporosis, the emphasis on natural ingredients can also play a significant role. Consumers looking for supplements to support bone health may be more inclined to choose those labeled as natural, especially if they are aware of the potential benefits of natural ingredients in maintaining wellness. As the market evolves, the demand for clarity around terms like “natural” will likely intensify, influencing how products like Citracal for osteoporosis are marketed and perceived.