There is currently no official definition from the U.S. government regarding the term “natural” in relation to food products. 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, it is challenging to define a food product as ‘natural’ because most foods have undergone processing and are no longer a product of the earth. Nevertheless, the FDA has not established a formal definition for the term ‘natural’ or its variations. The agency has, however, not objected to the use of the term if the food does not contain added colors, artificial flavors, or synthetic substances.” Despite this ambiguity, consumers seem to have an instinctive understanding of what “natural” means when they encounter it, either visually or on ingredient labels.
This unclear situation places manufacturers in a precarious position as they balance innovation and consumer appeal while investing in the development of “natural” foods and beverages, only to face challenges in marketing them effectively. Given the vagueness of the term, how can a brand find success? There have been notable costly missteps in this realm. For instance, in 2014, General Mills settled a lawsuit regarding the use of “all-natural” on some Nature Valley products. The settlement prohibits the company from labeling products containing high fructose corn syrup or maltodextrin as “natural.” Similarly, in 2015, Diamond Foods reached a settlement compensating 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 becoming increasingly essential for both manufacturers and consumers. From 2009 to 2013, there was a 77% growth rate for new products employing natural colors. Additional statistics reveal that 68% of all food and beverage products launched in North America from September 2015 to August 2016 utilized natural colors. According to a GNT Group survey, the importance of ingredients varies depending on the product. In the case of sweets and soft drinks, while consumers assume the presence of artificial ingredients, they do not support it; over half of respondents believed these products typically contain synthetic additives. Nonetheless, more than one in three individuals would purchase sweets, lemonade, and ice cream more often if they were made exclusively with natural ingredients.
Yogurt emerged as the most natural product in the survey, with two-thirds of respondents rejecting additives in this category, favoring products that contain solely natural ingredients. The key takeaway is that a product marketed as “natural”—especially indulgent sweets—is likely to resonate more with consumers. However, the absence of a clear definition for “natural” in the United States makes this label potentially risky, as consumers can easily initiate lawsuits challenging the ingredients used. For the benefit of both manufacturers and consumers, it may be prudent for the FDA to establish a definition.
Incorporating the keyword “calcium citrate chewable 1000mg” into this narrative, we can also note that products claiming to be “natural” could potentially include supplements such as calcium citrate chewable 1000mg, which consumers often look for as part of a healthier lifestyle. Given the increasing demand for natural ingredients, manufacturers should consider how products like calcium citrate chewable 1000mg fit into the broader trend of natural claims, aiming to meet consumer expectations while navigating the complexities of labeling and marketing.