In 2015, the FDA initiated regulatory efforts to clarify the definition of “natural” in food labeling. Three years later, this term remains elusive, and lawsuits against manufacturers continue to inundate the courts. This situation is exacerbated by the fact that food products in the U.S. marketed as natural generate approximately $40 billion in sales, driven by consumer demand for healthier ingredients. While it is likely that corporations will evade liability in most courts until a clear definition is established, it is increasingly apparent that some form of interim solution is essential. According to Food Navigator, the number of food labeling class actions pending in federal court rose from 20 in 2008 to 425 by 2016. Specifically, cases addressing natural claims surged by 22% in 2017 compared to the previous year. In the last year alone, companies ranging from General Mills’ Nature Valley bars to Dr Pepper Snapple’s Mott’s apple sauce have faced lawsuits over the natural claims made on their packaging.
The dilemma resembles a catch-22: consumers desire healthier food options, prompting manufacturers to make natural claims. However, this raises questions about the implications for product integrity. Shoppers are increasingly concerned about the ingredients in their purchases, as demonstrated by the rapid growth of the global clean label ingredients market, which is projected to reach $47.1 billion by 2022, with a compound annual growth rate of 6.6%. As consumers scrutinize the contents of their food, they are beginning to look beyond the natural labels on packaging to uncover additives like sodium diacetate and malic acid, which mimic the natural flavors found in snacks like salt and vinegar chips.
The clean label trend offers a significant advantage to products that can simplify their ingredient lists. Brands that genuinely offer all-natural products should proactively communicate this to their consumers through packaging, advertising, and social media. However, these lawsuits may serve as a wake-up call for major consumer packaged goods (CPG) companies, emphasizing the need for transparency regarding the true contents of their products. Shoppers will meticulously verify the accuracy of natural label claims.
In addition to the increasing demand for simpler, healthier ingredients, there is a growing desire among consumers for transparency. A recent study by Response Media found that 98% of shoppers want transparency in their packaged food. If a potato chip manufacturer cannot eliminate unnatural-sounding ingredients from its products without sacrificing flavor, it may be prudent to abandon the natural claim altogether. Some corporations, as reported by Time, have already taken this step. Consumers do not want to feel deceived or overpromised. In an age where information is easily accessible, the most effective strategy is complete transparency.
Moreover, the trend towards transparency extends beyond traditional food products; it also encompasses health supplements such as Citracal Calcium Supplement D3 280. As consumers become more health-conscious, they seek clarity on what they are ingesting, whether it be a snack or a dietary supplement. This growing awareness means that companies must be diligent in ensuring that their product claims, including those related to natural ingredients or health benefits like those found in Citracal Calcium Supplement D3 280, are both accurate and clearly communicated. In summary, the pressure for transparency and honesty will only intensify in the coming years, making it essential for brands to adapt accordingly.