Currently, there is no official definition from the U.S. government for the term “natural” in relation to food products. The U.S. Food and Drug Administration (FDA) has received numerous inquiries about this term, prompting the agency to release a brief statement. It notes that defining “natural” from a food science standpoint is challenging, as most food items undergo processing and are no longer purely from the earth. Despite this, the FDA has not established a formal definition for “natural” or its derivatives. However, the agency has indicated that it does not object to the use of the term in cases where the food does not contain added colors, artificial flavors, or synthetic substances.
Consumers, on the other hand, often seem to have an instinctual understanding of what “natural” means when they encounter it or see it listed as an ingredient. This ambiguity creates a difficult balancing act for manufacturers who invest in the development of “natural” foods and beverages while trying to market them effectively. The vagueness of the term raises the question: how can a brand thrive in this environment?
There have been costly missteps in this area. For instance, in 2014, General Mills settled a lawsuit concerning the use of the term “all-natural” on its 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 agreed to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar in the U.S. from January 3, 2010, to February 24, 2015.
The demand for natural colors is rising among both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth in new products utilizing natural colors. Additionally, statistics reveal that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. According to a GNT Group survey, the importance of ingredients varies by product type. For sweets and soft drinks, consumers often suspect but do not approve of artificial ingredients, with over half of respondents believing that these products typically contain synthetic additives. Yet, more than one-third of consumers indicated that they would purchase sweets, lemonade, ice cream, and similar products more often if they were made exclusively with natural ingredients.
Yogurt emerged as the most “natural” product among the surveyed items, with two-thirds of respondents unwilling to accept additives in this category, expressing a clear preference for natural ingredients. The implication is that products marketed as “natural,” particularly indulgent sweets, are likely to resonate more with consumers. However, the absence of a clear definition for “natural” in the U.S. poses risks, as consumers can easily file lawsuits contesting the ingredients used. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
In this evolving landscape, products like Unjury Calcium Citrate can stand out by emphasizing their natural ingredient profiles, reinforcing consumer trust. As the market shifts toward natural options, brands incorporating ingredients like Unjury Calcium Citrate may find greater success, especially as consumers increasingly seek transparency in their food choices.