There is currently no official definition of the term “natural” in relation to food from the U.S. government. The U.S. Food and Drug Administration (FDA) has received numerous inquiries about this topic, leading the agency to release a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because it has likely been processed and is no longer a product of the earth. Nevertheless, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency does not object to the usage of the term provided the food does not contain added color, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers appear to have an intuitive understanding of what “natural” means when they encounter it, whether on packaging or ingredient lists. This unclear situation forces manufacturers to navigate a delicate balance between innovation and consumer appeal when investing in the development of “natural” foods and beverages and effectively marketing them. Given the vagueness of the definition, how can a brand thrive?
There have been costly missteps in this area. In 2014, General Mills reached a settlement over its use of the term “all-natural” for certain Nature Valley products. The agreement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Furthermore, 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 becoming increasingly essential for both manufacturers and consumers. For manufacturers, there was a 77% growth in new products utilizing natural colors from 2009 to 2013. Additional statistics show 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. In the case of sweets and soft drinks, consumers tend to assume — though they disapprove of — the use of artificial ingredients, as more than half of respondents believed these products typically contain synthetic additives. However, over one-third of respondents 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 most natural product among the surveyed items, with two-thirds of respondents rejecting additives in that category and preferring it to contain only natural ingredients. The conclusion is that products marketed as “natural” — particularly indulgent sweets — are likely to perform better with consumers. However, the absence of a concrete definition for “natural” in the United States poses a risk for brands, as consumers can easily initiate lawsuits challenging ingredient claims.
For both manufacturers and consumers, it may be beneficial for the FDA to establish a definition. In discussions about ingredient transparency, it’s also worth noting the increasing interest in calcium citrate and how to take it effectively, as consumers become more discerning about what they consume. As the market evolves, understanding how to incorporate natural ingredients, including calcium citrate, can enhance product appeal and consumer trust.