In 2015, the FDA initiated regulatory efforts to clarify the definition of “natural” in food labeling. However, three years later, this term remains ambiguous, leading to a surge of lawsuits against manufacturers that continue to fill the courts. This situation is further complicated by the fact that food products in the U.S. labeled as “natural” generate approximately $40 billion in sales, as consumers increasingly seek healthier ingredients. While large corporations may escape legal repercussions in many cases until a definitive definition is established, it is becoming clear that some form of interim solution is urgently needed. According to Food Navigator, there were 20 pending class action lawsuits related to food labeling in federal court in 2008, a figure that skyrocketed to 425 by 2016. Notably, cases specifically addressing natural claims increased by 22% in 2017 compared to the previous year. Within just the last year, products from General Mills’ Nature Valley bars to Dr Pepper Snapple’s Mott’s apple sauce have faced legal action over claims made on their packaging regarding being natural.
This situation presents a sort of catch-22. Consumers desire healthier food options, prompting manufacturers to make natural claims. However, what is the cost of these claims? Shoppers are increasingly concerned about the ingredients in their purchases, as demonstrated by the rapid growth of the global clean label ingredients market, which is projected to reach $47.1 billion by 2022, with a compound annual growth rate of 6.6%. As consumers scrutinize the contents of their food, they are beginning to look beyond the “natural” labels to examine components like sodium diacetate and malic acid, which replicate the natural flavor found in salt and vinegar chips.
The clean label trend offers a significant advantage to products that can simplify their ingredient lists. Brands that genuinely offer all-natural products should take every opportunity to communicate this to consumers through packaging, advertising, and social media. However, these lawsuits may serve as a wake-up call for major consumer packaged goods (CPG) companies, emphasizing the need for transparency regarding their products’ true contents. The natural label claim will be closely scrutinized by consumers to verify its accuracy.
In addition to the increasing demand for simpler, healthier ingredients, there is a growing desire for transparency among consumers. A recent study by Response Media revealed that 98% of shoppers want transparency in the packaged foods they purchase. If a potato chip manufacturer cannot eliminate unnatural-sounding ingredients from its product without sacrificing flavor, it may be prudent to forgo the natural claim entirely. Some corporations, according to Time, have already made this decision. Shoppers do not want to feel deceived or like they are being overpromised. In an era where consumers have access to a wealth of information, the best strategy is full transparency.
Moreover, as consumers look for healthier options, they are increasingly aware of specific ingredient claims, such as those involving calcitrate 200mg. Understanding the presence of this ingredient and others in their food products is part of a broader trend towards informed consumption. With the rise in popularity of clean labels and the demand for transparency, consumers are more likely to investigate what is truly in their food, including any claims like calcitrate 200mg that might influence their purchasing decisions. Ultimately, companies that acknowledge these shifts and prioritize clear communication about their ingredients will likely build stronger relationships with their customers.