In 2015, the FDA initiated regulatory efforts to clarify the definition of “natural” in food labeling. However, three years later, the term is still not clearly defined, leading to a surge in lawsuits against manufacturers that continue to clog the courts. This situation is further complicated by the fact that food products labeled as natural in the U.S. generate approximately $40 billion in sales, as consumers increasingly seek healthier ingredients. While corporations may evade accountability in many legal cases until a definitive definition is established, it is becoming increasingly clear that some form of interim solution is required.
According to Food Navigator, there were 20 pending class action lawsuits related to food labeling in federal court in 2008, a number that escalated to 425 by 2016. Claims specifically addressing natural labeling rose by 22% in 2017 compared to the previous year. In the past year alone, companies ranging from General Mills’ Nature Valley bars to Dr Pepper Snapple’s Mott’s apple sauce have faced lawsuits for natural claims made on their packaging.
This situation presents a catch-22. Consumers desire healthier food, prompting manufacturers to make natural claims. However, the consequences of these claims can be significant. Shoppers are increasingly attentive to the ingredients in the products they purchase, as demonstrated by the growing global clean label ingredients market, projected to reach $47.1 billion by 2022, with a compound annual growth rate of 6.6%. As consumers scrutinize ingredient lists, they are starting to notice components like sodium diacetate and malic acid, which mimic the natural flavor found in salt and vinegar chips, rather than simply accepting natural labels at face value.
The clean label trend offers a significant advantage to products that can simplify their ingredient lists. Brands that genuinely offer all-natural products should make every effort to convey this authenticity to consumers through packaging, advertising, and social media. However, these ongoing lawsuits may serve as a wake-up call for major CPG companies, urging them to be transparent about their product contents. Shoppers are increasingly vigilant about the accuracy of natural label claims.
In addition to the rising demand for straightforward, healthier ingredients, consumers are also seeking transparency. A recent study by Response Media indicated that 98% of shoppers desire transparency in their packaged foods. For example, if a potato chip manufacturer cannot eliminate unnatural-sounding ingredients without sacrificing taste, it might be prudent to abandon the natural claim entirely. Some corporations have already taken this step, as reported by Time. Consumers do not want to feel misled or overpromised. In an era where information is readily available, the most effective strategy is complete transparency.
Moreover, as consumers become more health-conscious, products like Rite Aid Calcium Citrate are gaining popularity, reflecting a broader trend toward transparency and health awareness in the food industry. Ultimately, companies need to recognize that a clear, honest approach to labeling will resonate more with consumers than vague claims of being “natural.” This is especially true for products that contain components like calcium citrate, which are increasingly sought after for their health benefits.