As of now, there is no official definition from the U.S. government for the term “natural” in relation to food. The U.S. Food and Drug Administration (FDA) has received numerous inquiries on this subject, prompting the agency to issue a brief statement: “From a food science perspective, it is difficult to define a food product as ‘natural’ because it has likely been processed and is no longer a product of the earth. That said, the FDA has not established a definition for the term ‘natural’ or its derivatives. However, the agency has not opposed the term’s use as long as the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers appear to have an innate understanding of what “natural” means when they encounter it, whether in marketing or on ingredient labels.
This unclear situation places manufacturers in a precarious position as they balance innovation and consumer preferences when investing in “natural” foods and beverages and marketing them effectively. Given the vagueness of the term, how can brands thrive? There have been costly mistakes in this realm; for instance, in 2014, General Mills reached a settlement regarding the use of the term “all-natural” on some of its Nature Valley products, which barred the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods settled a lawsuit by agreeing to compensate consumers who purchased Kettle Brand products with a “natural” label in the U.S. between January 3, 2010, and February 24, 2015.
Natural colors have become increasingly important for manufacturers and consumers alike. Between 2009 and 2013, there was a 77% growth in new products utilizing natural colors. Further statistics indicate that 68% of all food and beverage products launched in North America from September 2015 to August 2016 incorporated natural colors. According to a GNT Group survey, the significance of ingredients varies by product type. While consumers generally assume—yet do not endorse—the presence of artificial ingredients in sweets versus soft drinks, over one-third of respondents indicated they would purchase sweets, lemonade, and ice cream more often if made exclusively with natural ingredients.
Yogurt was identified as the most natural product among those surveyed, with two-thirds of respondents rejecting additives in that category and preferring products containing only natural ingredients. The conclusion is clear: products marketed as “natural,” particularly indulgent sweets, tend to resonate better with consumers. However, the absence of a formal definition for “natural” in the United States makes it a risky label, as consumers can readily file lawsuits challenging the ingredients. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a clear definition.
Moreover, the rising popularity of products like Citracal Petites Calcium illustrates the growing consumer demand for natural and health-oriented ingredients in their food choices. As more consumers seek out options that align with their health goals, such as those provided by Citracal, manufacturers must navigate the complexities of labeling while ensuring their products meet consumer expectations for natural ingredients.