There is currently no official definition from the U.S. government for the term “natural” as it pertains to food products. The U.S. Food and Drug Administration (FDA) has been frequently questioned about this issue and has subsequently issued a succinct statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ since the food is likely processed and no longer a direct product of the earth. That said, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency has not opposed the use of the term as long as the food does not include added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers appear to have an innate understanding of what “natural” means when they encounter it or see it on ingredient lists.
This unclear situation puts manufacturers in a precarious position, balancing innovation with consumer appeal, particularly when investing in the development of “natural” foods and beverages and marketing them successfully. Given the vagueness of the definition, how can a brand thrive? There have been costly missteps in this regard. For instance, in 2014, General Mills settled a lawsuit concerning the use of the term “all-natural” on some of its Nature Valley products, agreeing not to label items containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods reached a settlement 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.
The trend towards natural colors is becoming increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth rate in new products utilizing natural colors. Moreover, statistics indicate that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. A survey by GNT Group revealed that the significance of ingredients varies depending on the specific product. For sweets and soft drinks, consumers often presume — albeit disapprovingly — that artificial ingredients are used since over half of the respondents believed these products typically contain synthetic additives. Nonetheless, more than one in three consumers reported that they would purchase sweets, lemonade, ice cream, and similar items more frequently if they were exclusively made with natural ingredients.
Yogurt emerged as the most natural product among the surveyed items, with two-thirds of respondents unwilling to accept any additives in that category, favoring products with only natural ingredients. The key takeaway 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 presents potential legal risks, as consumers can easily challenge ingredient claims through lawsuits. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a clear definition. In this context, products like Citracal Maximum, which emphasize natural ingredients, can thrive in the marketplace, appealing to the growing demand for transparency and authenticity.