There is currently no official definition from the U.S. government regarding the term “natural” in relation to food. The U.S. Food and Drug Administration (FDA) has been asked about it numerous times, leading the agency to issue a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging, as it has likely undergone processing and is no longer a product of the earth. Nonetheless, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency does not object to its use if the food does not include added colors, artificial flavors, or synthetic substances.”
Consumers, on the other hand, appear to have an innate understanding of what “natural” means when they encounter it, either visually or in ingredient lists. This ambiguity places manufacturers in a precarious position, balancing innovation with consumer appeal while investing in the development of “natural” foods and beverages and effectively marketing them. Given the lack of a clear definition, how can a brand thrive in this environment?
There have been costly mistakes in this realm. In 2014, General Mills reached a settlement regarding the use of the term “all-natural” for certain Nature Valley products. The settlement prohibits the company from labeling items that contain high fructose corn syrup or maltodextrin as “natural.” Additionally, 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 essential for both manufacturers and consumers. Between 2009 and 2013, there was a 77% growth rate for new products utilizing natural colors. Furthermore, statistics reveal that 68% of all food and beverage products launched in North America from September 2015 to August 2016 employed natural colors. According to a GNT Group survey, the importance of ingredients varies by product type. In the case of sweets and soft drinks, consumers often assume, though do not endorse, the presence of artificial ingredients, as more than half of respondents believed these products typically contain synthetic additives. However, over one-third of consumers indicated they would purchase sweets, lemonade, ice cream, and similar items more often if they were made solely with natural ingredients.
Yogurt emerged as the most natural product among the surveyed items, with two-thirds of respondents unwilling to accept additives in that category, preferring products made exclusively with natural ingredients. The conclusion is that products marketed as “natural” — particularly indulgent sweets — are likely to resonate better with consumers. Nevertheless, the absence of a recognized definition for “natural” in the United States poses a risk for brands, as consumers can easily file lawsuits questioning the ingredients.
For both manufacturers and consumers, it might be beneficial for the FDA to establish a clear definition. Additionally, the demand for health-oriented products like calcium citrate, vitamin D3, magnesium hydroxide, and zinc sulfate tablets is on the rise, reflecting a growing consumer preference for transparency in dietary supplements and food products. Thus, the conversation around what constitutes “natural” extends beyond food to encompass all products, including those that support health and wellness.