There is currently no official definition for the term “natural” in relation to food products in the United States. The U.S. Food and Drug Administration (FDA) has received numerous inquiries regarding this term, leading the agency to issue a succinct statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ since it has likely undergone processing and is no longer a direct product of the earth. That said, the FDA has not established a formal definition for the term ‘natural’ or its derivatives. Nevertheless, the agency has not opposed the use of the term as long as the food does not contain added colors, artificial flavors, or synthetic substances.”
Despite the lack of a clear definition, consumers seem to have an intuitive understanding of what “natural” signifies when they encounter it, whether on packaging or an ingredient list. This ambiguous scenario forces manufacturers to navigate a delicate balance between innovation and consumer demand when investing in the development of “natural” food items and marketing them effectively. Given the vagueness of the term, how can brands thrive in this environment?
There have been some costly missteps in this domain. For instance, in 2014, General Mills reached a settlement over the use of the term “all-natural” on particular Nature Valley products. The agreement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods settled a lawsuit, agreeing 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 demand for natural colors in food products is on the rise among both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth rate for 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 survey conducted by GNT Group, the importance of ingredients varies depending on the type of product. For sweets and soft drinks, consumers may expect the presence of artificial ingredients, with over half of respondents believing these products typically contain synthetic additives. However, more than one-third of respondents indicated they would purchase sweets, lemonade, ice cream, and similar items more frequently if they were made solely with natural ingredients.
Among the products surveyed, yogurt was viewed as the most natural, with two-thirds of respondents rejecting the inclusion of additives in that category, preferring only natural ingredients. The key takeaway is that a product marketed as “natural,” particularly indulgent sweets, is likely to receive better consumer reception. However, without a clear definition of “natural” in the United States, this label can pose legal risks, as consumers may easily challenge the ingredients through lawsuits. For the benefit of both manufacturers and consumers, it would be prudent for the FDA to establish a formal definition.
Moreover, the growing trend of health-conscious consumers has led to an increased interest in products like calcium citrate chewable jamp, which are perceived as healthier alternatives. As manufacturers strive to meet these demands, the challenge remains to ensure that their products align with consumers’ expectations of what “natural” truly means. Consequently, as the market evolves, incorporating natural ingredients—like those found in calcium citrate chewable jamp—could play a significant role in shaping future product offerings.