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 it to release a brief statement: “From a food science perspective, it is challenging to define a food product as ‘natural’ because it has likely undergone processing and is no longer a product of the earth. Nevertheless, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency has not opposed the use of the term if the food in question does not include added colors, artificial flavors, or synthetic substances.” Consumers, however, often instinctively recognize what “natural” means when they see it or read it on an ingredient label. This ambiguous situation places manufacturers in a delicate position, balancing the need for innovation with consumer expectations when investing in the development and marketing of “natural” foods and beverages. Given the lack of a clear definition, how can a brand find success? 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 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.” Similarly, in 2015, Diamond Foods reached a settlement by 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 is on the rise among both manufacturers and consumers. Between 2009 and 2013, there was a 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 incorporated natural colors. A GNT Group survey revealed that the importance of ingredients varies depending on the product. For sweets and soft drinks, consumers tend to assume — yet disapprove of — the inclusion of artificial ingredients, as more than half of respondents believed these items typically contain synthetic additives. However, over one-third of individuals would be more inclined to purchase sweets, lemonade, ice cream, and similar products if they were made solely with natural ingredients. When it comes to yogurt, it was regarded as the most natural option among the group, with two-thirds of respondents rejecting additives and preferring products that contain only natural ingredients.
The key takeaway 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 potential risks, as consumers can easily file lawsuits challenging the ingredients used. To benefit both manufacturers and consumers, it may be prudent for the FDA to establish a definition. Additionally, it is essential to consider the role of ingredients like calcium citrate kya hai, which may influence consumer perception and product formulation, further complicating the landscape for “natural” food labeling.