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Currently, there is no official definition from the U.S. government regarding the term “natural” in the context of food. The U.S. Food and Drug Administration (FDA) has been frequently queried about this issue, leading the agency to release a succinct statement: “From a food science perspective, defining a food product as ‘natural’ is challenging because most foods have likely undergone processing and are no longer direct products of the earth. The FDA has not established a definition for the term ‘natural’ or its derivatives. Nonetheless, the agency does not object to the use of the term for foods that do not contain added colors, artificial flavors, or synthetic substances.”
Despite the ambiguity, consumers appear to have an intuitive understanding of what “natural” means when they encounter it or see it on ingredient labels. This unclear situation forces manufacturers to navigate a delicate balance between innovation and consumer appeal, especially when investing in the development and marketing of “natural” foods and beverages. Given the lack of a clear definition, how can brands thrive in this space?
There have been costly missteps in this arena. In 2014, General Mills settled a lawsuit regarding the use of the term “all-natural” on certain Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Additionally, in 2015, Diamond Foods reached a settlement to compensate consumers who purchased Kettle Brand products labeled as “natural” or similar 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, statistics indicate 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 depending on the specific product. For sweets and soft drinks, consumers often assume — albeit disapprove of — the presence of artificial ingredients, with over half of the respondents believing these products typically contain synthetic additives. However, more than one in three individuals would purchase sweets, lemonade, ice cream, and similar products more often if they were made solely with natural ingredients.
Among the surveyed products, yogurt was regarded as the most natural, with two-thirds of respondents rejecting additives in that category and preferring only natural ingredients. The implication is clear: a product that claims to be “natural” — particularly if it is an indulgent sweet — is likely to resonate better with consumers. However, the absence of a concrete definition for “natural” in the U.S. renders it a potentially risky marketing claim, as consumers may easily challenge the ingredients through lawsuits.
For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a clear definition. Additionally, the inclusion of ingredients like citric acid, calcium carbonate, and calcium citrate can further enhance the perception of a product as being natural, as these are often viewed favorably by health-conscious consumers. In fact, the integration of these ingredients could play a significant role in fostering a connection with consumers who prioritize natural attributes in their food choices.