There is currently no official definition from the U.S. government regarding the term “natural” in relation to food products. The U.S. Food and Drug Administration (FDA) has received numerous inquiries about this issue, leading it to issue a succinct statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because it is likely processed and no longer a direct product of the earth. Thus, the FDA has not established a definition for the term ‘natural’ or its derivatives. Nevertheless, the agency does not oppose 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 instinctively recognize what “natural” means when they encounter it or see it on ingredient lists. This ambiguity puts manufacturers in a delicate position as they seek to innovate while appealing to consumer preferences for “natural” foods and beverages—especially as they invest in marketing these products. Given the vagueness of the term, how can a brand thrive?
There have been notable costly missteps in this arena. For instance, in 2014, General Mills reached a settlement over the use of the term “all-natural” on certain Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods settled a lawsuit by agreeing 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. Between 2009 and 2013, there was a 77% growth rate for new products utilizing natural colors. Furthermore, statistics indicate that 68% of all food and beverage products launched in North America from September 2015 to August 2016 included natural colors. A survey by GNT Group revealed that the significance of ingredients is product-specific. In categories like sweets and soft drinks, consumers tend to assume, although they disapprove of, artificial ingredients, as over half of the respondents believed these products typically contain synthetic additives. However, more than a third of respondents stated they would purchase sweets, lemonade, ice cream, and similar products more often if they were made exclusively with natural ingredients.
Yogurt was regarded as the most “natural” product among those surveyed, with two-thirds of respondents rejecting additives in this category and preferring it to contain only natural ingredients. The implication is that a product marketed as “natural”—particularly indulgent sweets—may perform better with consumers. However, the absence of a concrete definition for “natural” in the U.S. makes it a potentially risky label claim, as consumers can easily file lawsuits contesting the ingredients.
For both manufacturers and consumers, it may be beneficial for the FDA to establish a definition. In this context, products like Citracal Calcium Citrate D3 Petites Tablets (200 ct) could serve as an example of how clarity in labeling can help consumers make informed choices about what they consider “natural.” As the demand for such transparency grows, the importance of clear definitions for terms like “natural” will only increase, particularly for dietary supplements and everyday products.