In 2015, the FDA initiated regulatory efforts to clarify the definition of “natural” in food labeling. However, three years later, this term remains without a formal definition, leading to a surge of lawsuits against manufacturers in the courts. This issue is exacerbated by the fact that food products labeled as natural in the U.S. generate approximately $40 billion in sales, as consumers increasingly seek healthier ingredients. While it is likely that corporations will remain mostly unscathed in legal matters until a clear definition is established, the need for some form of interim solution is becoming more apparent.
According to Food Navigator, there were 20 food labeling class-action lawsuits pending in federal court in 2008, a figure that escalated to 425 by 2016. Notably, cases focusing specifically on natural claims rose by 22% in 2017 compared to the previous year. In the last year alone, companies such as General Mills with its Nature Valley bars and Dr Pepper Snapple with Mott’s apple sauce have faced lawsuits over their natural claims on packaging.
This situation creates a catch-22: consumers desire healthier options, prompting manufacturers to make natural claims. However, this raises questions about the authenticity of these claims. Shoppers are increasingly scrutinizing ingredients, as illustrated by the rapid growth of the global clean label ingredients market, anticipated to reach $47.1 billion by 2022, with a compound annual growth rate of 6.6%. As consumers become more discerning about their food’s ingredients, they are beginning to look beyond natural labels to identify substances like sodium diacetate and malic acid, which are used to replicate natural flavors found in snacks like salt and vinegar chips.
The clean label trend is advantageous for products that can simplify their ingredient lists. Brands that genuinely offer all-natural products should proactively communicate this to consumers through their packaging, advertising, and social media. However, these lawsuits may serve as a wake-up call for major consumer packaged goods (CPG) companies to be transparent about their product contents, as shoppers are likely to closely examine natural label claims for accuracy.
In addition to the growing demand for simpler, healthier ingredients, there is an increasing expectation for transparency. A recent study by Response Media found that 98% of shoppers desire transparency in their packaged food. For instance, if a potato chip manufacturer cannot eliminate unnatural-sounding ingredients without sacrificing flavor, it may be prudent to abandon the natural claim altogether. Some corporations have already taken this route, as reported by Time. Consumers do not want to feel deceived or overpromised. In an era where information is readily available, the most effective strategy is complete transparency.
Furthermore, this trend extends to supplements like Webber Naturals Calcium Citrate Vitamin D3, where consumers are also seeking clear labeling and ingredient transparency. As shoppers become more informed about what they consume—whether it be food or supplements—they are likely to demand that brands, including those offering Webber Naturals Calcium Citrate Vitamin D3, adhere to strict honesty about their products. The focus on transparency will only grow as consumers prioritize their health and well-being.