There is currently no official definition from the U.S. government regarding the term “natural” in the context of food. The U.S. Food and Drug Administration (FDA) has received numerous inquiries on this subject, leading the agency to issue a brief statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because it likely has undergone processing and is no longer a direct 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 term’s use if the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers seem to have an intuitive understanding of what “natural” means when they encounter it on product 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 term, how can brands achieve success? There have been costly missteps in this area. For instance, in 2014, General Mills settled a lawsuit regarding 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 reached a settlement to compensate consumers who purchased Kettle Brand products labeled “natural” or similar in the U.S. between January 3, 2010, and February 24, 2015.
The demand for natural colors is increasingly vital for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth rate in new products utilizing natural colors. Additional 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 with the specific product. In the case of sweets and soft drinks, consumers tend to assume the presence of artificial ingredients but do not approve of them, as over half of the respondents believed these products typically contain synthetic additives. Notably, more than one-third of respondents 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 options, with two-thirds of respondents rejecting additives in this category and preferring only natural ingredients. The conclusion is that products marketed as “natural”—especially indulgent sweets—are likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States poses a risk, as consumers can easily file lawsuits challenging the listed ingredients. For the benefit of both manufacturers and consumers, it would be prudent for the FDA to establish a definition.
In the realm of dietary supplements, products like CVS calcium citrate D3 are increasingly popular, emphasizing the trend toward natural ingredients. This growing interest in natural formulations is evident, as consumers are keen on products that prioritize health and wellness, which includes those enriched with essential nutrients like CVS calcium citrate D3. Ultimately, as the market continues to evolve, the push for clearer definitions and regulations around terms like “natural” and the inclusion of beneficial ingredients such as CVS calcium citrate D3 will be crucial for fostering consumer trust and satisfaction.