There is currently no official definition from the U.S. government for the term “natural” in relation to food products. The U.S. Food and Drug Administration (FDA) has faced numerous inquiries about this term, leading the agency to issue 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. Consequently, the FDA has not established a specific definition for the term ‘natural’ or its variations. However, the agency has not opposed its use if the food does not contain added colors, artificial flavors, or synthetic substances.”
Despite this ambiguity, consumers appear to have an innate understanding of what “natural” means when they see it or read it on ingredient labels. This unclear situation forces manufacturers to navigate a delicate balance between innovation and consumer appeal when investing in the creation of “natural” foods and beverages, including products like calcium citrate malate vitamin D and folic acid tablets, and effectively marketing them. Given the vagueness of the term, how can a brand thrive in this environment?
There have been costly missteps in this area. In 2014, General Mills resolved a lawsuit regarding the use of the term “all-natural” on some of its Nature Valley products. As part of the settlement, the company is prohibited from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods reached a settlement agreeing to compensate consumers who purchased Kettle Brand products labeled “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 remarkable 77% growth rate in new products utilizing natural colors. Data indicates that 68% of all food and beverage products launched in North America from September 2015 to August 2016 featured natural colors. According to a GNT Group survey, the importance of ingredients varies depending on the product. For instance, in sweets and soft drinks, consumers tend to assume — albeit disapprovingly — the presence of artificial ingredients, as more than half of respondents believed these products typically contain synthetic additives. However, over one-third of individuals would purchase sweets, lemonade, ice cream, and similar items more often if they were made with only natural ingredients.
Yogurt emerged as the most natural product among the options, with two-thirds of respondents unwilling to accept additives in this category, preferring it to consist solely of natural ingredients. The conclusion is that a product marketed as “natural” — especially indulgent sweets — is likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States poses a risk for brands, as consumers can easily initiate lawsuits contesting the ingredients. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition. In this context, products such as calcium citrate malate vitamin D and folic acid tablets could also benefit from clearer labeling guidelines.