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 regarding this matter, prompting the agency to issue a brief statement: “From a food science perspective, it is challenging to define a ‘natural’ food product because it has likely been processed and is no longer a direct product of the earth. Nevertheless, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency does not oppose the use of the term as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers seem to instinctively understand what “natural” means when they encounter it, whether in marketing or on ingredient labels.
This unclear situation forces manufacturers to navigate a delicate balance between innovation and consumer appeal when investing in the development and marketing of “natural” foods and beverages. Given the vague definition, how can a brand thrive in such an environment? There have been costly missteps in this arena. For instance, in 2014, General Mills settled a lawsuit regarding the use of the term “all-natural” on certain Nature Valley products, agreeing to refrain from labeling items containing high fructose corn syrup or maltodextrin as “natural.” Similarly, 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.
Natural colors are increasingly essential for both manufacturers and consumers. Between 2009 and 2013, there was a remarkable 77% growth in new products utilizing natural colors. Additionally, statistics show that 68% of all food and beverage items launched in North America from September 2015 to August 2016 incorporated natural colors. A survey by GNT Group revealed that the importance of ingredients varies by product type. For sweets and soft drinks, consumers assume but do not endorse the use of artificial ingredients, as more than half of the respondents believed these products typically contain synthetic additives. However, over one-third of participants indicated they would purchase sweets, lemonade, ice cream, and similar items more often if they were made solely with natural ingredients.
Yogurt emerged as the most natural product among those surveyed, with two-thirds of respondents rejecting the inclusion of additives in this category and preferring it to consist only of natural ingredients. The implication is clear: products marketed 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 presents risks, as consumers can readily file lawsuits contesting the ingredients used. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a formal definition.
In the realm of dietary supplements, products such as calcium citrate chewy tablets are gaining interest. These supplements could be marketed as “natural” if they adhere to the FDA’s guidelines and do not contain synthetic additives. The trend toward natural ingredients, including calcium citrate chewy forms, reflects a growing consumer demand for transparency and quality in the products they choose.