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 issue, leading the agency to issue 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 direct product of the earth. Nonetheless, the FDA has not established a definition for the term ‘natural’ or its variants. However, the agency has not opposed the usage of the term as long as the food does not include added colors, artificial flavors, or synthetic substances.”
Despite the lack of a clear definition, consumers appear to have an instinctive understanding of what “natural” means when they see it or read it on ingredient labels. This ambiguity creates a challenging environment for manufacturers, who must balance innovation with consumer appeal when investing in the development and marketing of “natural” foods and beverages. Given the vague nature of the definition, how can brands achieve success?
There have been costly blunders in this area. In 2014, General Mills reached a settlement over its use of the term “all-natural” on certain Nature Valley products, agreeing not to label items containing high fructose corn syrup or maltodextrin as “natural.” In 2015, Diamond Foods also settled a lawsuit, agreeing to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar between January 3, 2010, and February 24, 2015.
Natural colors are becoming increasingly essential for both manufacturers and consumers. From 2009 to 2013, there was a 77% growth rate in new products utilizing natural colors. Further data reveals that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. A survey conducted by GNT Group indicated that the importance of ingredients varies by product. In the case of sweets and soft drinks, consumers often assume—though they do not approve—of artificial ingredients, as over half of respondents believe these products typically contain synthetic additives. However, more than one-third of consumers indicated they would purchase sweets, lemonade, ice cream, and similar products more often if made solely with natural ingredients.
Yogurt was viewed as the most natural item among the group, with two-thirds of respondents unwilling to accept additives and preferring exclusively natural ingredients. The conclusion is that a product marketed as “natural”—whether it includes calcium citrate, malate, vitamin D3, or folic acid—tends to resonate better with consumers, especially if it is an indulgent sweet. However, the absence of a formal definition of “natural” in the United States poses risks, as consumers can easily file lawsuits challenging ingredient claims. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a clear definition.