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 received numerous inquiries on this topic, leading the agency to release a succinct statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ because it is likely processed and no longer a direct product of the earth. Nonetheless, the FDA has not established a formal definition for the term ‘natural’ or its derivatives. However, the agency does not object to the use of ‘natural’ if the food does not contain added colors, artificial flavors, or synthetic ingredients.” Despite this ambiguity, consumers seem to instinctively recognize what “natural” means when they encounter it on labels or ingredient lists.
This unclear situation places manufacturers in a precarious position as they navigate the balance between innovation and consumer preferences when investing in the development of “natural” foods and beverages. Given the lack of a clear definition, how can a brand thrive in this environment? There have been notable costly errors in this area. For instance, in 2014, General Mills reached a settlement over the use of the term “all-natural” on certain Nature Valley products, which stipulated that the company could not label items containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods agreed to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar from January 3, 2010, to February 24, 2015.
Natural colors are increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% increase in new products utilizing natural colors. Furthermore, data indicates that 68% of all food and beverage products launched in North America from September 2015 to August 2016 featured natural colors. Survey results from GNT Group revealed that the importance of ingredients varies by product. For sweets and soft drinks, consumers tend to assume, although they do not favor, the use of artificial ingredients, as over half of the respondents believed these products typically contain synthetic additives. However, more than one-third of consumers would purchase sweets, lemonade, ice cream, and similar items more frequently if they were made solely with natural ingredients.
Yogurt emerged as the most natural product among those surveyed, with two-thirds of respondents unwilling to accept any additives in that category and preferring only natural ingredients. The conclusion is that products branding themselves as “natural”—particularly indulgent sweets—are likely to resonate better with consumers. However, the absence of a clear definition for “natural” in the United States poses risks, as consumers can readily file lawsuits challenging the ingredients. To benefit both manufacturers and consumers, it would be prudent for the FDA to establish a clear definition.
Meanwhile, the market for health-focused products, such as calcium citrate chews 500 mg, reflects the growing trend toward natural ingredients. These chews, often marketed as natural supplements, have seen increased consumer interest, highlighting the demand for clarity and trust in labeling. As the industry evolves, the incorporation of natural ingredients will likely play a crucial role in the success of various products, including calcium citrate chews 500 mg, as consumers continue to seek out transparency and quality in their food choices.