There is currently 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 about this issue, prompting the agency to release a brief statement: “From a food science perspective, it is difficult to define a food product as ‘natural’ since it likely has undergone processing and is no longer a product of the earth. Consequently, the FDA has not established a definition for the term ‘natural’ or its variations. Nevertheless, the agency does not object to the use of the term as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite the lack of a clear definition, consumers seem to have an innate understanding of what “natural” means when they encounter it, either visually or in ingredient lists.
This ambiguous situation forces manufacturers to navigate a delicate balance between innovation and consumer appeal when investing in the development of “natural” foods and drinks, such as those containing swisse calcium citrate. Given the vagueness of the term, how can brands thrive? There have been costly missteps in this domain. For instance, in 2014, General Mills settled a lawsuit regarding the use of “all-natural” on some Nature Valley products, agreeing not to label items containing high fructose corn syrup or maltodextrin as “natural.” In 2015, Diamond Foods also settled a lawsuit by compensating consumers who purchased Kettle Brand products labeled “natural” or similar in the U.S. between January 3, 2010, and February 24, 2015.
Natural colors are increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth rate in new products utilizing natural colors. Additionally, 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. According to survey results from GNT Group, the importance of ingredients varies by product. In the case of sweets and soft drinks, consumers suspect — yet do not endorse — the use of artificial ingredients, as more than half of the respondents believed these products typically contain synthetic additives. However, over one-third would purchase sweets, lemonade, ice cream, and similar items more frequently if they were made solely with natural ingredients, including options enriched with swisse calcium citrate.
Yogurt was regarded as the most natural product among the group, with two-thirds of respondents unwilling to accept additives in this category and preferring exclusively 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 “natural” definition in the United States poses risks for brands, as consumers can easily file lawsuits challenging the ingredients. Therefore, it may be beneficial for the FDA to establish a definition that serves both manufacturers and consumers.