There is currently no official definition from the U.S. government regarding the term “natural” in the context of food. The U.S. Food and Drug Administration (FDA) has received numerous inquiries on this topic and has issued a brief statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ because it likely has undergone processing and is no longer a product of the earth. That said, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency has not objected to the use of the term as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers appear to have an inherent understanding of what “natural” signifies, whether they encounter it on packaging or an ingredient list.
This unclear situation places manufacturers in a precarious position as they balance innovation with consumer appeal while investing in the development of “natural” foods and beverages. The vagueness of the term raises questions about how brands can thrive in this environment. There have been costly blunders in this realm; for instance, in 2014, General Mills reached a settlement regarding the use of the term “all-natural” on certain Nature Valley products, which barred 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 in the U.S. with a “natural” label between January 3, 2010, and February 24, 2015.
Natural colors are increasingly essential for both manufacturers and consumers. Between 2009 and 2013, new products featuring natural colors experienced a growth rate of 77%. Furthermore, data shows that 68% of food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. A survey conducted by the GNT Group revealed that the significance of ingredients varies by product type. For sweets and soft drinks, consumers tend to assume — albeit disapprovingly — that artificial ingredients are present, with more than half of respondents believing these products typically include synthetic additives. Nonetheless, over one-third of individuals indicated they would purchase sweets, lemonade, ice cream, and similar items more often if they were made exclusively with natural ingredients.
Yogurt emerged as the product considered most “natural,” with two-thirds of respondents rejecting additives in that category and favoring only natural ingredients. The implication is that a product marketed as “natural” — especially indulgent sweets — is likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States poses a risk for brands, as consumers can easily file lawsuits contesting ingredient claims. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
In this context, products like Citracal 250mg 120 tablets could benefit from clarity in labeling. If Citracal were to market itself as “natural,” it would have to navigate the same complexities that other food and beverage brands face. The potential for confusion or legal challenges remains high in the absence of a concrete definition. Overall, a clear guideline from the FDA regarding what constitutes “natural” could greatly assist both consumers and producers in making informed choices.